Leading YouTube creators Sean Evans, Rhett McLaughlin, and Link Neal shared insights on content monetization and industry transformation during BrandStorytelling’s inaugural Creator Day at the 2025 Sundance Film Festival.
The invitation-only event marks Sundance’s first dedicated section for the creator economy, a full-day, sanctioned event as part of its programming this year. It featured multiple panels on content creation and culminated with a fireside chat moderated by writer Antonia Blyth.
“Creators have attended Sundance for years but have primarily been in the capacity of brand-sponsored events,” Reach Agency CEO Gabe Gordon, who co-hosted Creator Day, told Net Influencer.
“Our intention was to change that dynamic, leverage the platform that BrandStorytelling has established in the Sundance community surrounding brand-funded content, and put a spotlight on the role of creators evolving beyond the brand.”
Pilaar Terry (left) & Gabe Gordon (right)
Pilaar Terry, COO & managing partner at POV Agency and Creator Day co-host, noted the significance of bringing together major platforms like Meta and YouTube alongside established creators and forward-thinking brands.
“We’re not just acknowledging the new Creator Economy; we’re embracing it and putting brands on notice,” Terry told Net Influencer, emphasizing the importance of long-term partnerships beyond single sponsored posts.
Revenue Strategies and Growth Models
In the session which featured Evans, McLaughlin, and Neal, the panelists highlighted brand partnerships as crucial to their growth trajectories.
Neal described writing sponsorship contracts during “Good Mythical Morning’s” early phases, noting they encouraged viewers to embrace advertisements from the start. McLaughlin stated they position brand integrations as empowering their content rather than interrupting it.
Evans cited the recent “First We Feast” independence as strategic for the show’s development, stating the team identified opportunities for growth outside the digital media environment where it originated.
Neal and McLaughlin then detailed their content strategy, explaining that food-focused videos perform well with YouTube’s algorithm while appealing to universal viewer experiences. McLaughlin described their approach as anticipating audience preferences while maintaining creative independence, saying, “You want to take into account, just be one step ahead of them and create the thing they’re about to start liking.”
Both channels emerged from experimental beginnings. Evans and co-creator Chris Schonberger developed “Hot Ones” while working at Complex magazine, while McLaughlin and Neal shifted their content from conversation-based episodes to food competition formats.
Platform Evolution and Traditional Media Convergence
Underscoring the milestone at Sundance, Gordon pointed to creators like Joe Penna as examples of the industry’s evolution, noting his journey from YouTuber to prominent filmmaker with works like “Arctic” and “Stowaway.” He also referenced Reesa Teesa, whose TikTok series “Who TF Did I Marry” was recently acquired by ABC.
YouTube’s integration with smart TVs has also contributed to this evolution by bridging the gap between digital and traditional media, according to Evans. He compared “Hot Ones” viewership and its cultural impact, citing the influence of established late-night shows hosted by David Letterman and Conan O’Brien. The show recently qualified for Emmy consideration in the talk series category.
McLaughlin identified the key differentiation between YouTube content and television programming as viewer connection rather than production quality. He noted that “Good Mythical Morning” deliberately positions cameras to create the impression viewers are seated across from the hosts, fostering a more intimate viewing experience than traditional media formats.
“Creators drive culture, point blank, period,” Terry asserted, explaining that today’s creators often wield influence comparable to traditional Hollywood talent across multiple sectors, including music, fashion, food, sports, film, and television.
Industry Takes
The creators concluded by addressing industry sustainability.
McLaughlin cautioned that content creation requires resilience beyond audience approval, while Evans emphasized passion as essential for long-term success in an industry he described as potentially “miserable” without intrinsic motivation.
They maintained that despite shifting consumer patterns, the fundamental appeal of episodic content remains stable. Evans noted that the behavior of audiences seeking regular entertainment “isn’t that different from what I was looking for when I was a kid.”
Gordon stressed the importance of recognizing underserved creator communities and redefining expectations of their capabilities. “We need to start paying attention to Creators with following beyond the 1%, more diversity in race, gender, ethnicity, age and ability,” he told us.
Terry concluded that the key to future growth lies in moving beyond transactional brand deals to establish long-term collaborations that respect creators’ voices. “By centering storytelling, this event isn’t about the next 6 months – it’s about the future growth in helping creators navigate the ever-evolving landscape while staying true to their craft.”
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
Economics Explained—YouTube’s largest economics channel—recently premiered a feature-length documentary on CuriosityStream featuring interviews with former White...
Leading YouTube creators Sean Evans, Rhett McLaughlin, and Link Neal shared insights on content monetization and industry transformation during BrandStorytelling’s inaugural Creator Day at the 2025 Sundance Film Festival.
The invitation-only event marks Sundance’s first dedicated section for the creator economy, a full-day, sanctioned event as part of its programming this year. It featured multiple panels on content creation and culminated with a fireside chat moderated by writer Antonia Blyth.
“Creators have attended Sundance for years but have primarily been in the capacity of brand-sponsored events,” Reach Agency CEO Gabe Gordon, who co-hosted Creator Day, told Net Influencer.
“Our intention was to change that dynamic, leverage the platform that BrandStorytelling has established in the Sundance community surrounding brand-funded content, and put a spotlight on the role of creators evolving beyond the brand.”
Pilaar Terry (left) & Gabe Gordon (right)
Pilaar Terry, COO & managing partner at POV Agency and Creator Day co-host, noted the significance of bringing together major platforms like Meta and YouTube alongside established creators and forward-thinking brands.
“We’re not just acknowledging the new Creator Economy; we’re embracing it and putting brands on notice,” Terry told Net Influencer, emphasizing the importance of long-term partnerships beyond single sponsored posts.
Revenue Strategies and Growth Models
In the session which featured Evans, McLaughlin, and Neal, the panelists highlighted brand partnerships as crucial to their growth trajectories.
Neal described writing sponsorship contracts during “Good Mythical Morning’s” early phases, noting they encouraged viewers to embrace advertisements from the start. McLaughlin stated they position brand integrations as empowering their content rather than interrupting it.
Evans cited the recent “First We Feast” independence as strategic for the show’s development, stating the team identified opportunities for growth outside the digital media environment where it originated.
Neal and McLaughlin then detailed their content strategy, explaining that food-focused videos perform well with YouTube’s algorithm while appealing to universal viewer experiences. McLaughlin described their approach as anticipating audience preferences while maintaining creative independence, saying, “You want to take into account, just be one step ahead of them and create the thing they’re about to start liking.”
Both channels emerged from experimental beginnings. Evans and co-creator Chris Schonberger developed “Hot Ones” while working at Complex magazine, while McLaughlin and Neal shifted their content from conversation-based episodes to food competition formats.
Platform Evolution and Traditional Media Convergence
Underscoring the milestone at Sundance, Gordon pointed to creators like Joe Penna as examples of the industry’s evolution, noting his journey from YouTuber to prominent filmmaker with works like “Arctic” and “Stowaway.” He also referenced Reesa Teesa, whose TikTok series “Who TF Did I Marry” was recently acquired by ABC.
YouTube’s integration with smart TVs has also contributed to this evolution by bridging the gap between digital and traditional media, according to Evans. He compared “Hot Ones” viewership and its cultural impact, citing the influence of established late-night shows hosted by David Letterman and Conan O’Brien. The show recently qualified for Emmy consideration in the talk series category.
McLaughlin identified the key differentiation between YouTube content and television programming as viewer connection rather than production quality. He noted that “Good Mythical Morning” deliberately positions cameras to create the impression viewers are seated across from the hosts, fostering a more intimate viewing experience than traditional media formats.
“Creators drive culture, point blank, period,” Terry asserted, explaining that today’s creators often wield influence comparable to traditional Hollywood talent across multiple sectors, including music, fashion, food, sports, film, and television.
Industry Takes
The creators concluded by addressing industry sustainability.
McLaughlin cautioned that content creation requires resilience beyond audience approval, while Evans emphasized passion as essential for long-term success in an industry he described as potentially “miserable” without intrinsic motivation.
They maintained that despite shifting consumer patterns, the fundamental appeal of episodic content remains stable. Evans noted that the behavior of audiences seeking regular entertainment “isn’t that different from what I was looking for when I was a kid.”
Gordon stressed the importance of recognizing underserved creator communities and redefining expectations of their capabilities. “We need to start paying attention to Creators with following beyond the 1%, more diversity in race, gender, ethnicity, age and ability,” he told us.
Terry concluded that the key to future growth lies in moving beyond transactional brand deals to establish long-term collaborations that respect creators’ voices. “By centering storytelling, this event isn’t about the next 6 months – it’s about the future growth in helping creators navigate the ever-evolving landscape while staying true to their craft.”
All images are credited to Matt Herp