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# Media giants strike direct deals with creators instead of chasing their audiences
- URL: https://fabric-media.ghost.io/media-giants-strike-direct-deals-with-creators-instead-of-chasing-their-audiences/
- Published: 2026-08-25T23:22:19.000Z
- Updated: 2026-08-27T00:47:15.000Z
- Description: Disney and Fox are signing deals with creator Dhar Mann to produce content, following his NFL “Chief Kindness Officer” role. Tubular data shows Mann’s July YouTube watch-time outranked many networks, despite minimal audience overlap with Disney’s kids channels.
- Author: Fabric.Media Editorial
- Tags: Creators, John Cassillo

**Why it matters.** Creators with proven distribution can now negotiate studio deals on their own terms rather than being acquired into a network’s format.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric-media.ghost.io) *·* [*John Cassillo*](https://fabric-media.ghost.io/tag/by-john-cassillo/) *·* [*read the original*](https://www.tvrev.com/news/tube-trends-media-cuts-out-middle-man-on-creator-like-content?ref=fabric-media.ghost.io)*.*