IMDb Adds First 'Digital Creator' Professional Category — SkimNews
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- IMDb, owned by Amazon, is adding a "Digital Creator" professional category on both IMDb and IMDbPro—the first dedicated designation for internet content creators in the platform's nearly 36-year history.
- The category includes six sub-professions: Streamer, Vlogger, Video Essayist, Video Creator, Gaming Creator, and Influencer, letting creators specify their work type.
- MrBeast (Jimmy Donaldson), the most-followed individual YouTube creator whose projects include Prime Video's "Beast Games," is cited as an example of creators already listed on the service before the new category existed.
- Creators can feature multiple professions on their page, and no existing film or TV credits are required to establish a Digital Creator profile.
- The new option is available exclusively to IMDbPro Premium members, positioning the professional category as a paid feature.
- Nikki Santoro, CEO of IMDb, said the category bridges a gap for producers, casting directors, studio executives, and brand partners seeking creators.
- The launch will be "celebrated" at the Toronto International Film Festival on Sept. 14 at an invite-only industry cocktail party, which the company says will spotlight its expanding collaboration with Canadian guilds.
Why it matters: Digital creators gain formal industry recognition—previously appearing on IMDb only through tangential credits—giving casting directors and brand partners a standardized way to find and vet online talent. The IMDbPro Premium gating makes creator discoverability a paid Amazon product, and the TIFF debut signals IMDb's push to court Canadian production partnerships.
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