The interesting part is where content creators, personalities, etc own their own rails. They don't need a massive audience to run their own show. Even if I only push 10-20 TB / month that is enough to make a lifestyle "+" business.
That is my hypothesis, and 2021 looks like a good time to test it.
(Edit - I can't grammar, apparently)
direct ad sales and "reads" (old school way of doing it)
run pre and mid-roll in the content (again, already done)
paid live-streams with ticket sales. Paul Richards from Stream Geeks wrote a book on this.
Merch
Paid newsletters / content which is marketed in the show.
Everything exists -- lots of value in helping creators stitch it all together.
I see a similar opportunity how web devs helped grow the e-commerce for small companies, we will see the same growth helping creators stand on their own.