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# Brands go direct with creators as spend hits $44 billion
- URL: https://www.medianexis.com/brands-go-direct-with-creators-as-spend-hits-44-billion/
- Published: 2026-11-02T15:19:30.000Z
- Updated: 2026-11-02T15:19:30.000Z
- Description: Business Insider’s Lucia Moses reports that marketers from Disney, e.l.f. Beauty, Keurig Dr Pepper, Yahoo and the NFL are spreading creator work across TikTok Live, YouTube, Substack and Threads, while increasingly hiring creators directly instead of through platform marketplaces.
- Author: The Signals Desk
- Tags: Creators, Lucia Moses, Business Insider: brands follow creators to new platforms

**Why it matters.** As brands hire creators directly and repurpose their content across channels, platform marketplaces lose their cut and their role as the default intermediary.

*Signal from* [*businessinsider.com*](https://businessinsider.com/?ref=medianexis.com) *·* [*Lucia Moses*](https://www.medianexis.com/tag/by-lucia-moses/) *·* [*read the original*](https://www.businessinsider.com/disney-elf-beauty-yahoo-nfl-favorite-creator-marketing-platforms-2026-10?ref=medianexis.com)*.*