Everyone wanted to be YouTube ‘s friend at MIPCOM this year.

The Cannes TV market was entirely upended by the presence of the content behemoth which, as a major presence on the Croisette for the first time in its 20 year-existence, became emblematic of creator-driven success — the future of entertainment production.

The creator economy was, of course, MIPCOM 2025 ‘s headline focus. Influencers quite literally ran the show: the London-based After Party Studios introduced The Nella Rose Show , France’s superstar content creator Inoxtag was a MIP headliner and Tubi showed off its episodic “Creatorverse” platform. Swathes of social media stars, including sessions with Twitch streamers, sports influencers and heads of digital media studios, speckled the lineup with talks on how to do cr

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