The Creator Economy, Grown Up: What We Saw at VidCon 2025
June 25, 2025
At VidCon 2025, Patreon's Head of Top Creator Partnerships Stephanie Hind hosted a panel exploring the tension for creators between sharing their world online and protecting what matters most offline. Featuring a group of family-focused creators, the conversation spanned everything from boundary-setting and burnout to business-building and the powerful ways core fans show up when it counts. Below, Stephanie reflects on the conversation—and the broader themes that shaped VidCon this year.
Across both the panel and the wider VidCon event, one thing came through loud and clear: today’s creators—regardless of niche or format—are operating like entrepreneurs, balancing creation, connection, and commerce all at once.
VidCon felt less like an industry reunion and more like a strategy summit. The footprint was tighter, the conversations more focused, and emerging creators showed up in full force—with a vision, not just a need for virality. And the direction? Forward.
Podcasting: From Passion Project to Powerhouse
Podcasting was a major theme throughout VidCon. Not just as a format, but as a foundation for serious creative businesses. It seems like more and more creators are anchoring their brands in serialized media and building out full ecosystems around their shows, think live tours, exclusive media, memberships, merch, and even spin-off series.
It’s clear that podcasting isn’t just a side hustle anymore. It’s the center of gravity for creators who want to connect deeply, build durable communities, and scale intentionally.
Collaboration Is Getting Smarter
The nature of creator collabs is evolving fast. It’s no longer just about guest appearances or mutual shoutouts. The new wave of partnerships looks more like co-productions: shared formats, cross-pollinated fandoms, and in some cases, co-owned IP.
Creators are teaming up not just for the algorithm, but for the business strategy. These partnerships are thoughtful, creative, and built for long-term shared growth, and if there is anything I love to see, it’s creators lifting each other up!
Ownership Is Non-Negotiable
If there was one word I heard over and over again: it was ownership. Creators are no longer waiting to be picked or platformed. They’re launching projects independently, monetizing directly, and protecting their upside.
From membership models to direct fan experiences, creators are building systems that enable them to control the product, the data, and the community. The message is clear: if you don’t offer creators real ownership, they’ll find a way to build it themselves.
“What’s Your Why?” Is the New North Star
One of the most refreshing themes? Creators taking a beat to ask themselves: Why am I doing this? The most compelling voices I heard were driven by more than just reach or revenue; they really are building with intention, defining what success means on their own terms.
That clarity of purpose is truly becoming a competitive advantage, guiding content decisions, platform choices, and fan relationships under an aligned POV and mission.
AI, Authenticity, and the Realness Renaissance
AI was everywhere this year, duh! …and most conversations struck a balanced tone: optimism about productivity, alongside awareness of the risks. Creators are using AI tools to accelerate editing, writing, and planning, but they’re also grappling with the creative dilution that can come with it.
A common theme seemed to emerge: the more AI-generated content we see, the more we’ll crave the real. Human voice, imperfection, and vulnerability are quickly becoming differentiators and highly valued.
Pivoting Is a Power Move
Another lesson that came up again and again: don’t force what doesn’t feel right. Creators spoke candidly about burnout, trial-and-error, and the freedom to pivot when needed. The permission to evolve, test, and reimagine is definitely being seen not as weakness, but as wisdom.
The creators who are thriving aren’t clinging to a single formula. They’re staying curious, flexible, and resilient.
Retention Is the New Growth
While follower counts and viral spikes still draw headlines, the savviest creators are focused on something quieter, but far more powerful: retention. How do you keep the audience once they find you? How do you turn casual listeners into loyal fans?
The answer, over and over, was to under-promise and over-deliver. Surprise your fans. Give them more than they expected. Build trust slowly and consistently. This mindset shift, from growth hacking to relationship-building is redefining what it means to scale.
VidCon 2025 wasn’t about trending. It was about traction. The creator world is maturing, and the creators leading the charge are doing it with clarity, ownership, and intention.
They’re not waiting for someone to hand them the mic. They’re building the stage themselves.
And we love it.