TV upfronts: Creator content takes the stage — not just for YouTube

While digital stars are commonplace in YouTubes realm, this year they played a larger role even at traditional media and streaming companies. , and Prime Video were among the companies that noted the integration of creator content on their platforms.

“Where there used to be a distinct difference between studio-led content and creator content, its merging into a singular view,” said Julie Clark, longtime ad industry executive and senior vice president of media and entertainment at TransUnion.

“If you look at the rise of things like long-form video podcasts, to quick-hitting tutorials, there is an understanding that the content landscape has shifted dramatically,” she added. “This is absolutely changing how upfronts are contemplated and activated.”

Legacy media creators

Last year, it was video podcasts making their way to more upfront stages — an early indicator that viral online content was joining the traditional fray.

“The landscape has changed so much over the past year. Podcasting is now pretty 360, meaning you get some of your content watching long-form on video platforms, and then a lot of people are starting to consume more short and mid-form on social platforms,” said Angie More, head of creator advertising partnerships at Amazon.

“Were seeing creators want to take advantage of reaching their audiences everywhere,” More said.

Amazons Prime Video once again highlighted a major video podcast deal at its presentation this week. Oprah Winfrey took the stage to promote her recent multiyear deal with the company to distribute “The Oprah Podcast” on both audio and video. The deal also includes the rights to a library of her past content.

Oprah Winfrey on “The Oprah Podcast.”

Courtesy: Harpo Entertainment

For companies like Fox and Warner Bros. Discovery, which have long histories of studio-made content, theyve begun to lean into creator content through personalities that are already mainstays on their platforms — particularly those in unscripted food and home improvement shows.

WBD has been working with creators and influencers for years, said Karen Bronzo, chief global marketing officer for U.S. networks and news at WBD, in an interview.

Bronzo noted that this sort of programming has become a bigger part of the conversation for media companies and advertisers. She said working with online personalities allows traditional networks to expand their reach — and allows marketers to tap into expansive fanbases, which are often paying close attention to their favorite personalities and brands.

“When youre experiencing the content from a creator, you do feel it is personal. It is a much more, sort of, one-to-one relationship and a different kind of connection,” said Bronzo.

During WBD‘s upfront presentation on Wednesday, Bronzo said the company’s lineup for The Food Network is further expanding into YouTube originals, with a new series featuring chef Esther Choi coming to the networks social media channel. Besides The Food Network, HGTV home improvement series and the “Puppy Bowl” — the annual Super Bowl-adjacent dog show — have been ripe for generating such content.

Animal Planets “Puppy Bowl.”

Courtesy: WBD

Fox has similarly found an entry point into the creator ecosystem via food. Earlier this year, the company launched Fox Creator Studios, with a focus on food content. The effort is led by chefs already on the Fox roster, including Gordon Ramsay.

Ramsay took the stage of Foxs upfront pitch on Monday, alongside NFL legend Tom Brady and stars of network entertainment shows, to tout his series on Fox and the Creator Studios.

Fox has focused much of it streaming effort on its free, ad-supported service, Tubi, which has been inking agreements with YouTube personalities to create content specifically for the streamer. In turn, those creators are bringing their followings over from the social media platform.

In particular, Tubi has attracted the Gen Z audience, a key demographic for advertisers looking to reach younger consumers who dont tune into traditional media outlets as often. The Fox-owned streamer also launched Tubi for Creators, and has been looking to provide creators a pathway to Hollywood, CNBC previously reported.

Tubi hosted its own presentation for advertisers in late March, ushering creators onto the stage, including YouTubes Jesser.

The platform has since announced various creator-led partnerships, including an exclusive soccer-focused series led by Jesser that premiered on Friday.

Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.