Behind the Numbers: an EMARKETER Podcast

Rajiv Leventhal, a senior digital health analyst focused on access and marketing, and Beth Snyder Bulik, a senior digital health researcher expert on influencers and patient communities, discuss why Americans turn to social platforms for healthcare. They cover who people follow for advice, access barriers pushing online searches, the appeal of empathy and influencers, and risks from simplified or misleading health messaging.

On today’s podcast episode, we discuss where creators make their money, why nano-influencers are becoming increasingly sought after, why it’s getting harder for creator content to break through, and the biggest challenges in measuring the impact of influencer campaigns. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.   Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newsletters Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-creator-marketing-gets-more-competitive-complicated-confusing-behind-numbers © 2026 EMARKETER Rokt helps marketers reach high-intent customers in the Transaction Moment™—when they’re actively completing a purchase online. Powered by AI and first-party data, Rokt Ads connects your brand with over 400 million global shoppers and delivers outcomes you can count on. Learn more at rokt.com/emarketer to get started today.

Rachel Wolff, a retail analyst who breaks down category performance and loyalty moves, and Skye Canaves, a principal analyst focused on retail trends and store strategy, debate Walmart and Target. They parse scale, trip missions, product convergence, loyalty program differences, retail media ecosystems, execution gaps, and whether success stems from business models or execution.

Ross Benes, a data-driven sports analyst, and Blake Droesch, a media and marketing skeptic, debate Formula One’s U.S. momentum. They discuss Drive to Survive and star drivers as audience magnets. They examine the impact of added U.S. races, celebrity spillover, and whether growth is sustainable or a hype cycle. They also weigh commercial value for brands and the risk of over-Americanizing the sport.

Marisa Jones, an analyst who breaks down media deals and regulatory stakes, and Ross Benes, a streaming industry analyst tracking mergers and market shifts, unpack Warner Bros. Discovery’s choice of Paramount over Netflix. They discuss cash versus regulatory risk, theater commitments, merger timelines, debt and cultural risks, subscriber overlap and potential streaming consolidation, and what this means for marketers.

Jacob Bourne, a tech analyst who studies AI's effects on productivity and workplace behavior, and Grace Harmon, a tech and AI analyst focused on digital media and marketing impacts, discuss AI's real productivity gains, measurement challenges, adoption hurdles, trade-offs like faster work but expanded responsibilities, and how anticipation of AI reshapes worker behavior.

Nicole Marcus, manager of influencer strategy at Dick's Sporting Goods who builds long-term ambassador storytelling, and Allison O'Keefe, senior manager of influencer and creator marketing at Best Buy who integrates creators into CTV and product campaigns. They discuss packaging creator video for big screens, shaping program cadence, measuring ROI, ensuring brand safety, and stretching creator-led moments across sports and TV.

Arielle Feger, a retail and loyalty analyst, and Skye Canaves, a principal analyst on retail trends, unpack Starbucks’ loyalty overhaul. They debate whether changes protect margins or spark engagement. They sketch the ideal loyalty mix, spotlight gamification, partnerships, personalization, and tactics to drive in-store frequency.

Alexis Call, Director of Digital Merchandising at Stanley 1913, blends site UX with creator-driven product storytelling. Corey Weaver, Head of Influence at Gap Inc., builds creator strategy and measurement across brands. They discuss shoppable video, TikTok Shop launches, affiliate programs, using creator content on product pages, and how creators inform assortment and merchandising.

Emmy Liedermann, an eMarketer analyst on teen device use and AI trends; and Paola Flores-Marquez, a demographics analyst focused on youth behavior. They explore which devices teens favor and why. They discuss how smartphones power social commerce and where physical stores still fit. They map teens’ platform habits, gaming as a social space, and evolving uses of AI.