Tribeca Festival is expanding its creator economy focus with a new dedicated event, as attendance numbers show a gradual decline. The festival, running from June 4 to 15, is introducing “UPNEXT Creators” on June 12, featuring 12 social media creators who collectively boast over 4 million followers, per Adweek.

Attendance at Tribeca dropped from 153,000 in 2017 to 145,000 in 2024, according to festival press releases. The new creator showcase represents an expansion from last year, when Tribeca first established its Creator Economy vertical with a single panel and award.

“There’s an entire generation out there that only gets their storytelling from creators,” said Chris Brady, President and Global Chief Commercial Officer at Tribeca, in a statement. “We’re representing how heavily invested we are in making sure these creators are not just treated as a marketing vehicle, but as true storytellers.”

Tribeca’s move mirrors similar initiatives across the festival circuit. Sundance held its first dedicated creator economy event in 2025 with “Creator Day,” while Cannes Lions 2025 has rebranded its “Social & Influencer Lions” as “Social & Creator Lions” with multiple creator-focused sessions.

The shift occurs as traditional media boundaries become increasingly blurred. YouTube reports 150 million people watching on TV screens monthly, while streaming platforms Amazon Prime and FX have recently launched TikTok creator-led television shows.

Creators Question Festival Value

Some creators express skepticism about the benefits of festival inclusion. “I don’t think the creators need Tribeca. The creators need themselves to create their own content,” stated Eric Jeng, a TikTokker being honored at UPNEXT Creators.

Tribeca’s programming team sought narrative-forward creators using social media innovatively. “There is an explosion of talent online, and a huge audience for online creators, but what there is less of is trusted curators highlighting undiscovered talent,” said Cara Cusumano, Tribeca’s Festival Director and SVP of Programming.

Tribeca dropped “film” from its name in 2020 and has expanded to include audio, video games, and virtual reality storytelling formats.