United Talent Agency Executive Discussed Creator Strategy
Oren Rosenbaum highlighted the evolving digital landscape at TheWrap's AI Creator Day.
Updated on Sept. 29, 2026 in Marketing
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Do you find content created by social media influencers as professional as traditional television programming?
United Talent Agency co-head Oren Rosenbaum discussed the agency's long-term approach to digital talent management at TheWrap's AI Creator Day. He detailed how the firm navigates partnerships with streaming platforms like Netflix.
Why it matters
The agency focuses on aligning brand partnerships with the individual long-term goals of creators rather than prioritizing immediate monetary gains. This strategic framework defines how talent agencies bridge the gap between independent digital creators and established media giants.
United Talent Agency has operated within the digital talent sector for nearly 20 years. The agency currently manages a diverse client roster including Alix Earle, Jake Shane, Mel Robbins, and Markiplier.
The players
Oren Rosenbaum
He serves as the co-head of UTA Creator and manages digital talent strategies for a major agency.
United Talent Agency
This global talent and entertainment company represents high-profile digital creators and traditional performers.
Netflix
This streaming platform licenses various content categories including true crime, sports, and pop culture.
The details
Rosenbaum explained that UTA began proactively reaching out to Netflix and other streaming services years ago to facilitate content licensing deals. Currently, several UTA clients hold podcasts that stream on Netflix, with support from distributors such as SiriusXM and iHeart Radio for monetization and distribution.
Timeline
September 29, 2026: Oren Rosenbaum spoke at TheWrap's AI Creator Day.
Market Landscape
The agency's efforts reflect a broader shift where digital-first talent successfully migrates into high-end legacy streaming content. This strategy positions firms to secure long-term value in a competitive media market where streaming giants are increasingly hungry for proven digital audiences.
Consumers can expect to see more of their favorite digital creators appearing on major streaming platforms as agencies continue these distribution partnerships. These deals typically offer viewers a more professionalized, high-production format compared to standard social media content.
The takeaway
Agencies are increasingly treating digital creators as traditional entertainment properties to unlock new licensing opportunities. This trend suggests that the divide between internet influencers and professional media stars will continue to narrow as cross-platform deals become standardized.
Further reading
For more on industry trends, explore our Marketing section.
Live Poll
Do you find content created by social media influencers as professional as traditional television programming?
