Vice 2.0: Inside the Reboot as a Production Player — Who Wins and Loses?

Why you should care: fast trends, slow signals

If you’re a creator juggling brand deals, or an advertiser drowning in inventory options, Vice Media’s reboot matters. The company’s recent C-suite hires and an explicit studio pivot turn Vice from a production-for-hire vendor into a content owner and franchise-builder — and that changes who gets paid, who controls IP, and who sets creative agendas.

Top takeaways (read this first)

• Vice Media has hired industry dealmakers — most notably Joe Friedman as CFO and Devak Shah as EVP of strategy — signaling an aggressive growth and deal-making phase.
• The company is shifting from a production house to a studio model focused on owning IP and developing original franchises — a move that prioritizes scale and licensing revenue over one-off service gigs.
• This media reboot will reward creators and partners who bring proven IP, data, or audience-first concepts — and disadvantage those who rely solely on per-project buyouts or one-off branded content.
• Advertisers should expect packaged, measurement-driven opportunities and will need new playbooks for transparency and creative control.
• Independent creators must plan for new partnership structures: equity, profit share, and creator-friendly contracts are now table stakes if you want to scale with studios.

What’s actually happening: Vice 2.0 in a nutshell

Late 2025 and early 2026 mark Vice’s most visible post-bankruptcy changes. After restructuring and shedding legacy costs, the company is recruiting finance, strategy, and studio-execution veterans to reposition itself as a production and IP studio rather than a hollowed-out content vendor. That’s where the recent hires come in: they bring deal-making muscle, studio economics fluency, and distribution relationship know-how.

Key hires: Joe Friedman and Devak Shah

Joe Friedman, a longtime ICM Partners executive who advised Vice through a consulting stint, joins as Chief Financial Officer. Friedman’s background in talent, packaging, and agency finance signals an emphasis on structuring deals that combine creator upside with balance-sheet discipline. He’ll report to CEO Adam Stotsky, whose NBCUniversal pedigree already steered Vice toward more traditional TV-studio playbooks.

Devak Shah, arriving as EVP of Strategy after years in business development at major media firms, brings distribution relationships and a lens for strategic partnerships — the exact skill set needed to monetize owned IP via streaming, FAST channels, licensing, and international formats.

What “studio pivot” really means for content production

“Studio” is a loaded term in 2026. For Vice, it means three concrete shifts:

1. IP-first development: creating shows, formats, and franchises to own and monetize long-term — not just producing one-off branded docs.
2. Integrated distribution and licensing: pushing content across streaming platforms, FAST channels, linear sales, podcasts, and live experiences to maximize revenue per IP.
3. Data and audience mapping: using first-party audience signals, creator analytics, and marketplace intelligence to greenlight projects with predictable reach and revenue potential.

That’s a different margin model from hourly production billing. Studio economics reward scale, IP control, and repeated mechanics — not one-off production margins.

Studio economics reward scale, IP control, and repeated mechanics — not one-off production margins.

Who wins — and who loses

The reboot reshuffles value across the ecosystem. Below is a play-by-play of winners and losers, and why it matters for your next pitch, brand buy, or content strategy.

Winners

Independent creators with IP or scale

Creators who own an audience, a format, or a demonstrable IP are in the best position to partner with Vice. Studios want franchises they can scale: a recurring documentary series, a host-led travel format, or a niche reality concept with replication potential. For creators, the upside includes co-ownership, backend points, and studio marketing muscle.

Brands that want packaged, measurable content

Advertisers increasingly demand integrated measurement and fewer opaque “influencer” one-offs. A studio offers franchise-level analytics, cross-platform reach, and clearer attribution pathways. Expect structured brand integrations with defined KPIs rather than ambiguous brand awareness spots.

Investors and strategic partners

New finance and strategy hires make Vice more investable as a rights-holder. If management delivers repeatable IP and licensing revenue, the company becomes a clearer asset in strategic deals or distribution partnerships; see also guidance on pitching and coverage in digital PR and partner workflows.

Losers

Small production shops that rely on service gigs

Vice’s pivot away from production-for-hire reduces the market for commodity production work. Smaller shops that can’t attach IP or audience may find fewer opportunities and downward pressure on rates.

Creators who accept all buyouts without negotiation

One-off buyouts and work-for-hire contracts will fetch lower long-term returns. Creators who sign away IP or profit participation will miss out when franchises scale.

Platforms that prioritize ad-auction instability

As studios consolidate premium content and direct measurement, programmatic ad inventory that lacks transparent outcomes could see downward pricing pressure. Advertisers may reallocate spend to packaged studio deals with clearer ROI.

What this means for advertisers: a quick guide

Advertisers should reframe the relationship. Instead of buying a sponsored segment, think of buying into a franchise’s lifecycle. Here’s how to act in 2026:

• Negotiate outcome-based contracts: insist on media KPIs (completion, brand lift, direct response) backed by independent measurement.
• Ask for layered reporting: demand funnel metrics across platforms — short-form, long-form, and live — and align creative to each distribution leg.
• Pursue co-development: offer to co-invest in development in exchange for category exclusivity, audience-first data, or joint IP rights.

Actionable playbook for creators and small studios

If Vice’s model becomes a template, creators must shift from transactional thinking to partnership strategies. Below are practical steps you can take today.

1. Own and document your IP

Keep records of your format treatment, scripts, episode structure, and distribution history. If you’re pitching a recurring concept, package it with audience evidence: retention curves, CPMs, conversion lifts, and demographic depth. For a hands-on playbook on moving from publisher work to studio-grade packaging, see From Publisher to Production Studio: A Playbook for Creators.

2. Create a negotiation checklist

• Never sign away worldwide IP without fair compensation or future participation points.
• Include reversion clauses if the project isn’t exploited within a set timeline.
• Insist on credits and a defined role in creative decisions that affect your brand.

3. Diversify revenue streams

Develop multiple income legs: direct subscriptions, live events, masterclasses, merchandise, and licensing. Having alternative revenue reduces pressure to accept poor buyouts.

4. Use data as currency

Collect first-party viewer data and present it as proof-of-concept. Studios increasingly want analytics that predict audience affinity and downstream monetization — see practical notes on building newsroom data pipelines at ethical data pipeline guidance and hiring teams in Hiring Data Engineers in a ClickHouse World.

Three strategic implications for media companies

Vice’s pivot is also a case study for other media firms pivoting in 2026. Here are three implications executives should weigh:

1. Scale matters — but so does speed: Building studio IP requires patience; however, market windows close quickly. Move from pilots to modular formats that can be localized.
2. Tech and rights infrastructure are non-negotiable: Managing royalties, creator points, and cross-platform licensing requires modern rights-management systems and secure platforms.
3. Creator relations become strategic assets: Retaining creators through equity or profit share is more sustainable than per-project freelancing.

Data and market context (2025–2026)

The last 18 months have accelerated three market realities that underpin Vice’s strategy:

• Streaming and FAST channel fragmentation: Platforms keep buying content that differentiates them. Studios with IP can sell to multiple windows.
• Brand demand for measurable content: Marketers are shifting budgets toward measurable branded content and integrated sponsorships with clear KPIs.
• Creator economy consolidation: Following investor retrenchment in 2023–2024, the market favors creators who can attach scale or IP to projects.

Those forces explain why Vice’s leadership hires emphasize finance and strategy: scaling IP and negotiating distribution deals require both balance-sheet savvy and strategic alliances.

Risks Vice must manage

Pivoting to a studio is not a guaranteed win. Here are three risks that could derail the reboot:

• Execution risk: Studio slates require accurate forecasting and tight production discipline. Misjudged greenlights can burn cash quickly.
• Cultural pushback: Turning a freelance-friendly production culture into a rights-driven studio may alienate talent if agreements aren’t creator-friendly.
• Distribution bargaining power: If platforms demand lower licensing fees or onerous exclusivity terms, studio economics compress.

What to watch next (the fast-moving signals)

If you track Vice’s progress, watch for these near-term indicators in 2026:

• New show announcements that emphasize multi-platform rollouts and licensing.
• Deals where creators retain backend points or equity stakes instead of straight buyouts.
• Strategic alliances with streamers or international format buyers.
• Vice’s disclosure of recurring revenue lines or licensing income in investor or partner communications.

Predictions: the next 18 months

Looking ahead to late 2027, here’s how this flip could reshape the landscape if executed well:

• Vice becomes a boutique studio best known for a handful of profitable franchises, licensing formats globally and operating FAST channels for niche verticals.
• Advertisers prefer packaged studio collaborations, reducing scatter ad buys and driving premium CPMs for high-engagement formats.
• The creator economy bifurcates further: a tier of equity-holding partners with studios, and a tier of transactional freelancers supported by specialized boutique producers.

Final verdict: Who really wins the reboot?

Short answer: the winners will be those who embrace partnership economics and protect long-term value. Vice Media’s CFO hire (Joe Friedman) and strategic add (Devak Shah) aren’t cosmetic: they’re infrastructure for a business designed to own and monetize IP at scale. That benefits creators who can negotiate equity or backend participation, brands that want measurable franchises, and investors who value recurring licensing income.

Losers will be those who cling to the old order — small shops and creators who accept one-off buyouts without protecting IP rights. Advertisers who prioritize low-cost impressions over measurement will also lose ground to marketers buying integrated franchise-level outcomes.

Actionable checklist (do this this week)

• Audit your IP: document scripts, episode flows, and audience metrics.
• Build a one-page “format sell” that shows scale, retention, and monetization paths.
• Draft a negotiation template that includes reversion clauses and backend participation.
• If you’re an advertiser, request an outcomes-based proposal and third-party measurement in any studio deal.

Call-to-action

Want a ready-to-use negotiation template and a one-page format sell checklist tailored for the studio era? Subscribe to our newsletter for the downloadable toolkit and weekly briefings on media pivots, creator deals, and advertiser playbooks. If you’re pitching Vice or any studio this year, don’t go in blind — arm yourself with the contract language and audience metrics that win better deals.

Related Reading

• From Publisher to Production Studio: A Playbook for Creators
• Hybrid Studio Ops 2026: Low-Latency Capture & Edge Encoding
• Building Ethical Data Pipelines for Newsrooms
• How to Launch a Viral Drop: A 12-Step Playbook for Creators
• Are Heated Pet Jackets Worth It? A Wearable-Warmth Buying Guide
• Collabs That Work: How Jewelry Brands Can Partner with Artisan Food and Drink Makers
• Practical Tech for Travelling Modestly: Long-Battery Smartwatches and Compact Computers
• Best compact chargers and power stations for long-haul flights and layovers
• Preparing Photos for Print: How to Capture Portraits That Look Museum-Quality