The article explores how creators can enhance their income beyond traditional ad revenue through multiple revenue streams, such as product lines and brand sponsorships. It highlights London Alley, a production company, which is pioneering 'indie television' on YouTube by producing long-form content with creators who already have large audiences. This strategy enables creators to negotiate better partnerships without the need to sell their content to established streaming platforms. Ultimately, with YouTube’s substantial user base, there are new opportunities for creators to thrive without solely depending on lucrative streaming deals.
We kind of believe YouTube is a place to just have indie television with creators, and that the long-term goal isn't necessarily to then sell it to a streamer and leave YouTube.
YouTube now has more eyeballs on TV screens and [in] homes than Netflix does.
Thanks to a variety of revenue streams, creators can supplement the ad revenue they generate from posting content to social media platforms.
By producing long-form episodic content with creators who come with an established audience...Horrigan believes creators and brands can go beyond the traditional model.
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