# Why Are Tech Companies Buying Creator Businesses? > Source: > Published: 2026-08-16 20:53:34+00:00 # Why Are Tech Companies Buying Creator Businesses? By Ian Shepherd, ContributorSource: [Forbes Innovation](https://www.forbes.com/innovation/)[OpenAI](/glossary/openai)and HubSpot are spending millions on creator businesses. What are they really buying and why might an audience be worth more than the actual media company itself? Get AI news in your inbox Daily digest of what matters in AI.