At this year’s MIPCOM, a notable shift in the entertainment industry’s focus became apparent through the insights shared by Tobias Hoss, co-founder of Lunar X. Unlike traditional producers or distributors, Hoss represents a new breed of investor who views YouTube channels not merely as content creators but as foundations for global entertainment franchises. Lunar X’s strategy involves acquiring entire YouTube businesses, encompassing operations beyond just the channels, and supporting their growth into multi-platform brands with expanded reach, new languages, and diversified product offerings.

Founded in 2021, Lunar X has rapidly established itself as a key player at the intersection of digital-native creators and mainstream entertainment. The company takes majority stakes in established YouTube businesses, supplying crucial operational infrastructure such as finance, human resources, legal support, and strategic planning—resources most creators typically lack. This support enables these digital brands to scale into complex entertainment ecosystems beyond online video content.

A high-profile example of Lunar X’s approach is its acquisition of Theorist Media, the studio behind widely popular YouTube productions like Game Theory, Film Theory, and Food Theory. Theorist Media, founded by Matthew and Stephanie Patrick (known as MatPat and StephPat), has flourished since joining Lunar X, expanding into new verticals including style content, live events, and product lines. Tobias Hoss highlighted a recent fashion show in Dallas where creators debuted their own merchandise, exemplifying Lunar X’s intent to position creators as entrepreneurs building businesses beyond content production.

Central to Lunar X’s model is what Hoss terms the “product-content flywheel”—a strategic cycle where audience engagement fuels consumer demand and vice versa. This traditional franchise methodology is applied to digital-first intellectual property, extending into music, licensing, live events, and retail. One illustration is the forthcoming release of a Game Theory-themed card game, demonstrating the company’s broader ambitions to monetise creator brands across multiple domains.

Lunar X’s portfolio is diverse, encompassing not just entertainment but also educational content. The channel Economics Explained, which simplifies finance for a global audience, represents this breadth. Lunar X has facilitated international expansion for Economics Explained, securing a co-production deal with Curiosity Stream and launching new language channels. The company assesses each brand’s audience interests to tailor franchise-building efforts accordingly.

Initially set on children’s animation, inspired by the billion-dollar successes of Moonbug and Candle Media, Lunar X pivoted to focus on educational and entertainment content that offers a positive impact. Tobias Hoss emphasises the importance of delivering brand-safe, meaningful content that leaves audiences feeling informed. His background as a McKinsey consultant informs a structured approach to the creator economy, which is often driven by trial and error. Lunar X applies strategic business thinking to professionalising creator operations, identifying the right partners, and scaling content production efficiently.

Valuation of creator businesses remains nuanced, but Lunar X approaches deals with traditional private equity frameworks. Smaller, single-revenue creator ventures attract lower multiples, while diversified, multi-platform businesses command significantly higher valuations. At MIPCOM, Hoss highlighted the value of dialogue between creators and traditional media companies, fostering mutual learning. Creators benefit from franchise-building expertise and long-term programming strategies typical of legacy media giants like Disney, while traditional media learns agility, rapid experimentation, and data-driven iteration from digital creators.

Looking ahead, Lunar X envisions a creator economy where talent evolves into entrepreneurs with equity stakes, board roles, or executive positions within their partnered businesses. Hoss is confident this transformation will see creators moving beyond mere brand ambassadors to becoming business leaders in their own right.

The broader creator economy’s growth potential is underscored by Goldman Sachs’ projection, which estimates the sector could approach half a trillion dollars in the near future. Lunar X aims to capture significant value not through fleeting viral successes but by nurturing digital-first content into enduring, cross-media franchises.

Supporting these ambitions, Lunar X recently entered a strategic partnership with FilmRise, a New York-based film and television studio. FilmRise acquired the distribution rights to Theorist Inc’s extensive video libraries—including their flagship YouTube channels—and will distribute them across various platforms in English-speaking territories. This deal extends the reach of Theorist’s combined subscriber base of over 40 million, showcasing Lunar X’s effectiveness in leveraging traditional distribution networks to amplify digital content.

Further expanding its footprint, Lunar X acquired Madrid-based Sunnyside Up Studios, a European animation outfit founded by former YouTube and Amazon executives. Sunnyside Up’s digital-first animated shows, including The Moonies and Groovy the Martian, stand poised for global franchise development under Lunar X’s guidance, exemplifying the company’s strategy to scale digital content into internationally recognised brands.

Lunar X’s identity as a global digital content studio goes beyond YouTube channels, encompassing music catalogues, live events, and commerce. With a portfolio commanding over 43 billion views, 116 million subscribers, and 25,000 videos across platforms like YouTube and Spotify, the company continues to build an expansive ecosystem centred on educational and positive entertainment content.

Through a fusion of entrepreneurial investment, strategic operational support, and franchise-building expertise, Lunar X is carving a distinct path in the creator economy—one that bridges digital creativity with longstanding entertainment business models.

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Source: Noah Wire Services