This yearâs TV and streaming upfront marketplace sees a growing emphasis on creators, who are transitioning from side roles to more significant positions. Major networks like TelevisaUnivision and Fox are integrating creators into their showcases, with Fox using talents to promote its Tubi projects and Televisa launching creator-driven initiatives. YouTube put creators front and center, emphasizing its wide reach. Moreover, traditional media distributors are shifting their strategies, valuing cultural relevance over sheer airtime in a competitive market chasing digital advertising growth, and creators play a critical role in this evolution.
"There's a forced humility from the networks and streamers that wasn't there before," said Becky Owen, global CMO at influencer marketing agency Billion Dollar Boy.
TelevisaUnivision rolled out vertical video mini telenovelas and a creator-artist festival at its upfront.
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