Colorado's Content Creator Landscape Evolves: A New Media Frontier

Researchers examine the rise of influencers and content creators in the Centennial State, uncovering a diverse ecosystem with local flavor.

Apr. 10, 2026 at 7:23pm

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A highly detailed, 3D macro illustration featuring glowing, neon-lit technology infrastructure and devices, conceptually representing the dynamic and technologically-driven world of Colorado's content creators.As Colorado's content creators reshape how residents consume news and information, the state's evolving media landscape takes on a vibrant, high-tech glow.Boulder Today

As the ways people consume news and information continue to shift, researchers are working to map Colorado's growing landscape of influencers, content creators, and individuals building large online audiences. A recent study by nonprofit consultant Nancy Watzman reveals a diverse array of creators, from mountain lifestyle vloggers to activist-entrepreneurs, who are shaping how Coloradans get their news and information.

Why it matters

Understanding this evolving media landscape is crucial for news organizations, nonprofits, and government entities seeking to effectively reach and engage with audiences, especially younger demographics who are increasingly turning to social media and online video as primary news sources. The research also uncovers potential opportunities and challenges around the use of influencers for civic engagement, public policy, and community building.

The details

Watzman's research identified over 80 Colorado-based content creators, the majority of whom are active on platforms like Instagram and TikTok. She found a strong contingent of 'mountain lifestyle' influencers focused on outdoor activities like skiing and snowboarding, reflecting Colorado's regional identity. Other creators span categories like activism, commercial ventures, and even local news. Some have built sizeable followings, with one account reaching over 800,000 followers on Instagram. While Watzman did not find direct evidence of influencers being used to promote ballot initiatives, she did note 'fingerprints' of this activity, with some lifestyle creators commenting on political issues. The research also uncovered content creators who are essentially 'place-based' businesses, like a Denver sports bar, using their online presence to market themselves and share local news and updates.

  • The Colorado News Mapping Project and Colorado Media Project have been ongoing efforts to track the evolving media landscape in the state.
  • Watzman's research was conducted in early 2026 to help inform an experimental training program for Colorado content creators.

The players

Nancy Watzman

A Denver-based nonprofit consultant who conducted research on Colorado's content creator landscape for the Colorado Media Project.

Colorado Media Project

A nonprofit organization that underwrites the 'Inside the News in Colorado' newsletter and is working to better understand the state's evolving media ecosystem.

Colorado State University

Partnering with Colorado Media Project and others on an experimental training program for Colorado content creators.

Colorado College Journalism Institute

Collaborating on the content creator training program alongside Colorado Media Project and Colorado State University.

Ad Fontes Media

A media literacy company involved in the content creator training initiative.

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What they’re saying

“Increasingly, as we all know, where folks are getting their information has changed, and we've gotten used to the idea that, especially among young people, there's more emphasis on getting content online from video content.”

— Nancy Watzman, Nonprofit Consultant

“This is the future. Increasingly, this is where the audience is, and so folks in the news business, but also people in nonprofits, people in government — really anyone who's trying to get their information out to the world— need to grapple with how people are getting their information now and the means by which they're getting it.”

— Nancy Watzman, Nonprofit Consultant

What’s next

The experimental training program for Colorado content creators, a collaboration between Colorado Media Project, Colorado State University, the Colorado College Journalism Institute, and Ad Fontes Media, is set to begin in the coming weeks. The initiative aims to help creators build sustainable models and strengthen their role in the evolving media landscape.

The takeaway

Colorado's content creator ecosystem reflects the state's unique regional identity and offers both opportunities and challenges for news organizations, nonprofits, and government entities seeking to effectively reach and engage with audiences. As the ways people consume information continue to shift, understanding and adapting to this evolving landscape will be crucial for maintaining an informed and engaged citizenry.