Top creators are migrating from social feeds to connected TV (CTV), where curated channels surface their content without reliance on algorithmic feeds. In CTV, creator-led channels resemble television, enabling audiences to find creators more easily and brands to integrate sponsorships, integrations, and media packages. Creator shows are beginning to scale like traditional TV programming while retaining loyal, intentional audiences. Samsung TV Plus has prioritized creators, signing Dhar Mann Studios for a 13-episode scripted series and positioning creators alongside traditional entertainment for its 88 million monthly active users. Marketers can shape emerging CTV creator strategies and capitalize on built-in audience engagement.
For marketers, this is a window of opportunity. Even a creator with 20 million followers depends on algorithms to surface content. In CTV, the top creators appear in channels, a curated environment that looks and feels like television. That makes it easier for audiences to find them and brands to buy in. Creator shows are beginning to scale like TV programming with sponsorships, integrations, and media packages available, but now with loyal, intentional audiences built in.
Sarah Nelson, Head of Business Development & Strategic Partnerships for Samsung TV Plus, said the company aims to put creators on equal footing with traditional entertainment. "We're creating a space where creators can have dedicated channels alongside traditional TV, which feels like a leap forward in how their content is valued." She described creators as "the next generation studios," producing premium-level content with audiences that are already deeply engaged.
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