Fanatics Live is part of a growing movement in how creators monetize their content through vertical-specific platforms that merge commerce and community, the company’s CEO, Nick Bell, states in his Forbes contribution.

He notes that live commerce, which currently accounts for more than 20% of all e-commerce sales in Asia, is gaining momentum in the U.S. market. McKinsey forecasts the sector will reach $68 billion by 2026, with collectibles among the leading categories driving this growth.

Fanatics Live operates as a specialized platform for trading card enthusiasts, providing “breakers” with tools to host livestreams where they open card packs, engage with fans, and conduct real-time transactions. The platform reports over an hour of average watch time per user per day.

“Our creators are entrepreneurs. They’re building communities, not just audiences. That’s where the business is,” Bell states.

The company recently launched a professional-grade Fanatics Live Studio in its London flagship store, where creators can book slots and broadcast directly from the retail floor. This hybrid model combines production capabilities with a creator workspace.

The platform recently facilitated a Paul Skenes debut patch card sale for $1.1 million.

Creator Strategies

Bell suggests that successful creators on the platform prioritize depth over breadth, community building over reach, and consistent engagement with audiences. This approach contrasts with previous creator economy models focused primarily on virality and advertising revenue.

“Gone are the days where people are just going to post a video, hope it gets a load of views and hope that they get a few pennies out the bottom from ad revenue,” Bell notes.

He believes that the Fanatics Live model indicates broader creator economy trends, where specialized, passion-driven platforms enable creators to develop sustainable business models beyond traditional social media channels.