"Spotter is trying to reposition long-form, episodic creator content as "TV-like" inventory but widespread big-budget adoption is still limited. Most brands still buy creator content like social ads or influencer campaigns, often via smaller influencer budgets."
""[Creator TV] is a bit of an untapped area," said Tucker Matheson, co-founder and partner at marketing consulting firm Markacy. "In terms of brands really analyzing creator-led episodic content on YouTube and if they should be tapping into, it's not top of mind.""
""All reach is not equal," Spotter president Nic Paul said. "Fandom matters. Creator TV is not influencer marketing, it's always-on, predictable storytelling that earns loyalty over time.""
Spotter, a creator growth platform, is positioning long-form episodic creator shows as premium television inventory for brands at a showcase event in New York. The platform revealed that audiences spent 52 billion minutes watching episodic creator content across platforms last year. Spotter showcased creators like the Try Guys, Dude Perfect, and Jordan Matter to attract advertising dollars. However, most brands continue treating creator content as social ads or influencer campaigns with smaller budgets rather than premium TV-like inventory. Industry experts note that creator-led episodic content remains largely untapped by major advertisers. YouTube viewing on television screens now accounts for up to half of all YouTube viewing and represents 13.4 percent of U.S. television consumption, exceeding Netflix and Hulu viewership.
Read at Digiday
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