{"id":23184,"date":"2026-03-22T18:43:31","date_gmt":"2026-03-22T18:43:31","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23184"},"modified":"2026-03-22T18:43:32","modified_gmt":"2026-03-22T18:43:32","slug":"is-creator-tv-the-next-era-of-television","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23184","title":{"rendered":"Is creator TV the next era of television?"},"content":{"rendered":"

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TV has transformed before our eyes: A medium that was first dominated by networks and then cable companies has fast become streaming-centric. Could it now be time for the age of creator TV?<\/p>\n

According to the creator platform Spotter, that new age is already here. At its second annual Showcase event in New York, the company invited brands to listen to an upfronts-style presentation aiming to position longform YouTube creators as the next era of television. Creators like Dude Perfect, Jordan Matter, and Michelle Khare, which combined have more than 100 million followers, highlighted their content offerings and showed off previous successful collaborations.<\/p>\n

YouTube is already attracting plenty of brand investment: The platform raked in $40.4 billion in ad revenue last year, according to MoffettNathanson, more than traditional media giants Disney, NBCUniversal, Paramount Skydance, and Warner Bros. Discovery. Onstage, Scott Winkler, head of commercial partnerships for Dude Perfect, emphasized that longform creators represent the future of reliable, fan-beloved, episodic programming\u2014the kind that brands have long clamored to spend their ad budgets on.<\/p>\n

\u201cWhen brands partner with us the right way, they\u2019re not interrupting the story\u2014they\u2019re stepping into it,\u201d Winkler said onstage. \u201cAnd when that alignment is right, business outcomes follow.\u201d<\/p>\n

Aaron DeBevoise, Spotter CEO, told us ahead of the event that the goal was to shine a spotlight on its creators\u2019 tentpole offerings and alert brands about more creator opportunities they can tap into on a perpetual basis.<\/p>\n

\u201cWhat this year will really address is to say, \u2018Hey, your calendar matters, advertiser.\u2019 So does the creator\u2019s calendar, and the cultural calendar matters,\u201d DeBevoise said. \u201cWhen you combine those three things, given that creators\u2019 [programming is] always on, a lot better planning can go on.\u201d<\/p>\n

Turn the TV on<\/h2>\n

After last year\u2019s debut Showcase event, 11 of 13 Spotter creators landed brand deals directly related to their presentations, according to the company. This year, DeBevoise said the stage was an opportunity to show off those results as proof that these kinds of partnerships are worth it.<\/p>\n

During the event, Jordan Matter, father to Gen Alpha star Salish Matter, touted the 87,000 people who showed up to a launch event for Sincerely Yours, Salish\u2019s skincare brand made in partnership with Sephora. Winkler highlighted Dude Perfect\u2019s many deals with big brands like Chili\u2019s, Pepsi, and Allstate. Kinigra Deon, an Alabama-based creator who\u2019s built her own production studio, revealed a longform content series called \u201cThe Hair Shop,\u201d an upcoming collaboration with e.l.f.<\/p>\n

\u201cThe products and the brand\u2019s purpose is what drove the narrative,\u201d Deon said onstage, \u201cand it\u2019s about uplifting young women and authentic stories and bringing e.l.f. into our deeply engaged communities in a way that feels real.\u201d<\/p>\n

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The success stories are designed to solidify brands\u2019 trust in creator TV as a category that\u2019s worth their time and distinct from more typical influencer relationships, DeBevoise said.<\/p>\n

Brands are \u201cno longer questioning that this is a different category,\u201d he said. \u201cThe convincing is\u2026really understanding that, \u2018Hey, I should really think about my buying across the categories that matter to me, in the type of programming and connection with audience that is provided by that offering.\u2019\u201d<\/p>\n

Part of that convincing also lies in reminding potential brand partners of creators\u2019 consistent schedules. Onstage, several creators emphasized their steady publishing cadences and episode counts; Deon, for example, emphasized 150 scripted episodes per year that are released thrice-weekly.<\/p>\n

\u201cIn creator TV, there is a relationship that\u2019s been built over years, which we all know is what creates trust, and that comes with consistency of upload, consistency of types of programming, [and] the ability to build a relationship with the characters,\u201d DeBevoise said. \u201cBecause of that, they have influence, not as [typical] influencers, but influence over the audience.\u201d<\/p>\n

Elevate and experiment<\/h2>\n

For creators, the current moment is primed to get brands to take their content seriously as a distinct category.<\/p>\n

Zach Kornfeld, a member of the Try Guys and part of Spotter\u2019s cohort, told Marketing Brew that \u201cthere\u2019s still a disconnect between the scope and scale of the creator economy and the broader branded world.\u201d<\/p>\n

This year, the Try Guys announced a long-term partnership with Adobe, and instead of appearing onstage, they worked the afterparty room, talking to anyone who might want to strike up a conversation with the long-established creator brand.<\/p>\n

\u201cI want to just create those connections to be able to make longer-term relationships,\u201d Keith Habersberger, another Try Guys member, told us. \u201cThere\u2019s a lot of one-off things, but I\u2019d much rather have series sponsors so that it just really gives us a budget to blow that show up and make it even better for our fans.\u201d<\/p>\n

Speaking of longer-term sponsors, Adobe plans to work with a number of Spotter creators across always-on media, custom creator ads, brand integrations, social amplification, and scale distribution, Adobe\u2019s global head of social, Jared Carneson, said onstage.<\/p>\n

For Adobe, creator TV is an area that the brand can experiment with to potentially establish new relationships with fresh audiences, Carneson told us. Part of that means ceding creative control to the creators who know their audiences best.<\/p>\n

“It\u2019s an experiment,\u201d Carneson said. \u201cIf we\u2019re not actively destroying the brand or putting it in a negative light, it\u2019s worth experimenting and seeing where this goes with a cohort of people who aren\u2019t even thinking about [the brand].\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

TV has transformed before our eyes: A medium that was first dominated by networks and then cable companies has fast become streaming-centric. Could it now be time for the age of creator TV? According to the creator platform Spotter, that new age is already here. At its second annual Showcase event in New York, the […]<\/p>\n","protected":false},"author":1,"featured_media":23185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-23184","post","type-post","status-publish","format-standard","has-post-thumbnail"],"yoast_head":"\nIs creator TV the next era of television? | Brandiary<\/title>\n<meta name=\"description\" content=\"TV has transformed before our eyes: A medium that was first dominated by networks and then cable companies has fast become streaming-centric. 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