TV upfronts: Creator content takes the stage — not just for YouTube
While digital stars are commonplace in YouTubes realm, this year they played a larger role even at traditional media and streaming companies. , and Prime Video were among the companies that noted the integration of creator content on their platforms. “Where there used to be a distinct difference between studio-led content and creator content, its merging into a singular view,” said Julie Clark, longtime ad industry executive and senior vice president of media and entertainment at TransUnion. “If you look at the rise of things like long-form video podcasts, to quick-hitting tutorials, there is an understanding that the content landscape has shifted dramatically,” she added. “This is absolutely changing how upfronts are contemplated and activated.” Legacy media creators Last year, it was video podcasts making their way to more upfront stages — an early indicator that viral online content was joining the traditional fray. “The landscape has changed so much over the past year. Podcasting is now pretty 360, meaning you get some of your content watching long-form on video platforms, and then a lot of people are starting to consume more short and mid-form on social platforms,” said Angie More, head of creator advertising partnerships at Amazon. “Were seeing creators want to take advantage of