Followers can be bought. A sold-out room cannot.

Digiday reports creators are moving their audiences off the feed and into rooms. Dude Perfect is in its sixth year of U.S. stadium tours, with more than 200,000 fans in 2025, and it judges those tours on ticket and merch sales. Maya Raichoora now runs a monthly event for her following and has moved her community off Instagram.

MKTG's Amar Singh told Digiday that moving an audience from the feed into a room is becoming a powerful measure of a creator's appeal. For brands, it is the first creator metric that can be checked at the door. Followers can be bought. A sold-out room cannot.