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The creator economy is changing media. Jesse Ikeman talks with digital strategist Paul McGrath (Underknown, What If) about how YouTube channels actually grow, how creators use data and AI, and where the biggest opportunities in digital media are today. If you’re building an audience online, this episode is for you. 0:00 INTRO 3:14 How CBC Managed 50 YouTube Channels with Data 8:29 Optimizing Content Distribution Across Platforms 10:34 Creating Original Content for Fragmented Audiences 12:58 Mastering Thumbnails and Titles in the One-Second Economy 15:49 Leveraging Big Data for YouTube Channel Growth 19:52 Why Your YouTube Catalog Pays Most of the Bills 22:09 Debunking Cannibalization: Traditional Media's YouTube Blind Spot 26:57 How AI Enhances Creator Media, Not Creativity 30:58 Unlocking Multiple Revenue Streams for Creators 34:36 Analyzing the High Cost of Vertical Video Acquisition 39:59 Paul McGrath's Call to Action for Creators About the podcast Business of Film explores the evolving world of storytelling. Hosted by Jesse Ikeman, it’s a candid look at how producers, writers, directors, and creators navigate the collision of creativity, technology, and business. Each episode delivers real conversations, sharp insights, and tactical takeaways for working professionals in film, TV, and the creator economy. QUESTIONS? Email us and we'll answer on the pod! askbofpod@gmail.com Don't miss my FREE E-book on how to FIX your screenplay: https://mailchi.mp/3fcbb1e24e2f/tiktok Follow Paul: https://underknown.com/ / pfmcgrath Follow us on Social Media: / businessoffilmpod / businessoffilmpod About Jesse Ikeman: Jesse Ikeman is the Chief Creative Officer at Vortex Media, a boutique film and tv studio based in Toronto that develops, finances, and produces content for globals audiences. With over two decades of expertise in the media and entertainment industry, he has produced, directed and executive-produced over 50 films and television projects.