The Business of Funny: Smosh’s 20-Year Evolution in Digital Media

Creator-led with a loyal global audience, Smosh’s ability to expand to new platforms, meet its audience where it is, foster the new generation of comedic talent, and tap into cultural trends has made it one of the most enduring names in digital entertainment.

Smosh CEO Alessandra Catanese chats about 20 yrs of creating brand growth in the creator economy, media, and entertainment; what brands and marketers can learn from a fan-first content strategy; and how Smosh continues to turn internet comedy into a scalable business.

Smosh is the internet’s largest sketch comedy brand and a pioneer in creator-first entertainment, redefining comedy for the digital generation. Founded in 2005 by viral comedy pioneers Anthony Padilla and Ian Hecox, Smosh was one of the first creators on YouTube and helped shape it into what it is today. Now an independent media and production company, Smosh continues to push the boundaries of digital-first comedy. With over 75M social media followers and 18B YouTube views, Smosh is a pop culture touchstone, producing a mix of scripted and unscripted content across its flagship channels – Smosh, Smosh Pit, and Smosh Games – as well as podcasts, livestreams, and interactive live event experiences. In addition, Smosh has released two major studio films and became the first digital creators to have Madame Tussauds wax figures.