"That doesn't mean creators like iShowSpeed - one of the four hired to air the opener - are replacing NBC or ESPN. The idea isn't so much about reaching existing fans as it is to draw in those who might never otherwise have shown an interest. Few conduits work better than that than creators - the kind of personalities who sit at the center of internet culture and drive the conversation that orbit it."
""With the international games, the rights aren't as tied up so we can experiment more," he added. "That's why Brazil was a great template for that. We'll see where the road takes us with the next rounds of negotiations. That said, one of our primary goals is to extend the reach and the accessibility of the game as much as possible. Creators are a great way to do that.""
The NFL hired creators to host alternative YouTube broadcasts for the season opener to attract audiences who might not otherwise watch. Creators are not replacing traditional broadcasters but serve to expand reach and cultural relevance. The league views these efforts as tests to learn distribution opportunities, especially where international game rights allow more experimentation. Brazil served as a template for pairing creators with international matchups. Measured results include a global YouTube audience of 17.3 million for the match, a 1.4 million-viewer stream for Tom Grossi, and over nine million views for CazeTV, though attribution to new viewers remains unclear.
Read at Digiday
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