A new FAST channel is hoping to capitalize on the ever-growing popularity of content creators.
Launched by Sabio Holdings, the Canadian connected TV ad tech company, Creator TV is repurposing licensed social media posts and editing them into 30-minute episodes, but the goal is to work with popular creators to produce their own original shows. The videos are formatted both horizontally and vertically.
Creator TV is now available through Plex in Canada and Sling in the US with more distribution deals in the works. Some of the shows now streaming include The Uncle Roger Show, Blinded by the White with Trey Kennedy, and The Fake Food Show with Evan Yee.
But, with content creators finding success on YouTube and social media platforms, is a new platform really necessary?
Charlie Ibarra, one of the Creator TV cofounders, says Creator TV is tapping into the continued dominance of content creators and digital content in the overall media landscape. “We identified that there was an appetite and really a desire to watch more content on television. We’re now seeing how YouTube is by far the largest streamer on TV, even vs. Netflix. So, we’re tapping into this.”
Omnicom Media Group’s Tracy Jones, managing director of Creo, says the idea of a FAST channel centred around creators has the potential to expand their reach further than social media. “Creators play a key role in the consumer journey, influencing opinion and purchase behaviours. A channel such as this could meld elements of unscripted TV, specialty TV personality programming, and longer form YouTube presentations with the authenticity and character of creator media,” says Jones.
According to Iberra, the creator economy reached $250 billion USD in 2024 and is expected to grow to almost $500 billion by 2027.
“Mr. Beast is having significant success on Amazon Prime. Netflix is now looking at video versions of podcasts to tap into the creator economy, and creator dominated YouTube is now viewed more frequently on TV than digital channels,” says Iberra. “Not only are consumers asking for this, but streaming growth is dependent on a constant flow of new content. Creators have demonstrated they can generate audiences and represent a new source of affordable content for publishers. This is a win for all parties.”
Simon Ross, VP strategy and insights, at Horizon Media, says the integration of creators into media channels beyond social reflect a broader transformation in content production and consumption. “This shift is indicative of changing viewing habits, with younger audiences gravitating towards platforms offering on-demand and personalized content. In Canada, these global trends are mirrored by a vibrant creator community and a receptive audience,” says Ross.
On March 27, YouTube creators including Mr. Beast will hold their own upfront event in New York showcasing their content and schedules as way to entice advertisers to shift some ad spend to creator-driven content on digital platforms.
Image courtesy of Unsplash.com
