The Business of Creators From YouTube Channel to Media Company: Inside Smosh’s Business with CEO Alessandra Catanese
Smosh didn’t just survive two decades on YouTube, it rebuilt itself into a premium comedy company, and this episode breaks down exactly how they did it. In this episode of The Business of Creators, host Ian Shepherd sits down with Alessandra Catanese, CEO of Smosh, to break down how one of YouTube’s most iconic comedy brands is evolving into a premium, future-proof media company.
Alessandra shares how Smosh is balancing creative freedom with sustainable business growth, why YouTube remains central to their strategy, and what it really takes to build a healthy creator-led company at scale. From redefining company culture to diversifying revenue streams and investing in talent, this conversation offers a rare look behind the scenes of a modern creator business operating at a high level.
Topics Discussed:
- Smosh’s evolution from YouTube channel to premium comedy brand
- Why creator companies need clear values, culture, and leadership
- Building sustainable revenue across AdSense, brand deals, merch, and live shows
- Hiring, scaling teams, and maintaining work-life balance
- The future of the creator economy and its convergence with traditional media
Key Takeaways:
- Learn how to evolve a creator brand without alienating your existing audience
- Understand how to structure leadership so creators can stay creative while the business scales
- See how Smosh balances free YouTube content with paid products, merch, and live experiences
- Discover how intentional culture, hiring, and work-life balance drive long-term growth
- Get a clear framework for thinking about the future of the creator economy and where opportunities are opening up next
Listen to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!