Social Media Billionaires

I'm fairly out of touch in terms of social media. Any folks here know about the up-and-coming entrepreneurs building their businesses out of social media celebrity? It seems like many at the top will be able to clear at least 100M over a lifetime, based on what I've been seeing with their strategies (eg. Logan Paul). Many of them seem to have extremely strong business acumen even if their behavior is questionable at times, and of course they can well-afford consultants when needed. Is it really a winner-take-all deal or is there going to emerge a big portion of people doing five/six figures across multiple platforms? Is it just variations on the old theme of "build fanbase with good content then sell white-labeled stuff" or is there more to it? What are the emerging policy implications for this space (eg. can someone buyout 1000 influencers in the same vertical and create synergies? can 10 extremely strong influencers collude? etc. )

Seems like a pretty interesting space overall. Maybe it's all old news but I've only started paying attention to it in the last few months. Interested to hear your thoughts!