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Business Insider
a day ago
- Entertainment
- Business Insider
Why YouTube is trying to replace your favorite TV shows
A new golf comedy called "Shanked," which follows the hijinks at a country club where employees clash with pampered members, made its debut this month. The first episode runs about 20 minutes and resembles a low-budget comedy you might have once seen on Comedy Central. But it's not on cable. It's on YouTube. Welcome to 2025, when the big question in Hollywood isn't whether YouTube can work in the living room, but rather, how much of the entertainment landscape can it conquer. "Shanked" isn't the only scripted show on YouTube, with top creators like Dhar Mann and Alan Chikin Chow making TV-like series for the platform. Meanwhile, streamers like Netflix and Amazon's Prime Video are also updating their strategies, both by taking cues from cable TV — with ads and costly live sports — and seeing how they can mine social media for creator talent. For the creators of "Shanked," YouTube was a no-brainer. Ryan Horrigan of production company London Alley said he saw a lack of low-budget comedies on TV at the same time YouTube was increasingly favoring 20-minute episodic series. Why not a comedy, he thought. James Lynch, a comedian who co-created and stars in the show, said he felt the lines between entertainment platforms were increasingly blurring. "We love shows like 'Severance,' but every time I go to a friend's house, there's always something on YouTube," he said. Google-owned YouTube has nurtured a creator economy that Goldman Sachs estimated would grow to about $480 billion by 2027. Many in the entertainment and advertising world dismissed YouTube as a repository for amateur videos and movie trailers until it became the No. 1 viewed platform on TVs, per Nielsen, ahead of the "real TV" companies Netflix, Disney, and Prime Video. As YouTube and TV begin to converge, it looks like the Hollywood system as we know it will never be the same. But how the ecosystem will look when the dust settles is much more difficult to parse. YouTube is encouraging episodic series Lately, YouTube has been rolling out tools and features to encourage creators to make shows for the living room. It's also doing more to match advertisers to creators to support the kinds of shows you're used to seeing on TV. At Brandcast, YouTube's big annual presentation to the advertising community, it underlined the point by showing off top creators like IShowSpeed and Michelle Khare, who are making episodic series. And it's making a big push to win an Emmy to prove it can support quality TV. Viewership is one thing, but advertising, the lifeblood of entertainment, is another. Many major brands still want to be associated with buzzy scripted shows and movies that drive the mainstream conversation, like "The White Lotus," and most creators aren't close to that yet. Only a handful, like MrBeast and Dude Perfect, are making Hollywood-style productions. AI tools could reduce that friction, though, by cutting time and costs from video production. "Creator content is dominating TV watch time — not just on phones, but on the biggest screens in the house, replacing what used to be traditional television. Yet brands are still spending like it's 2015, chasing impressions over impact," said Nick Cicero, founder of Mondo Metrics, a media measurement company. Advertisers are closing the gap, though. Ad holding company giant WPP recently estimated that creators would earn $185 billion between direct brand deals and platform revenue share, surpassing ad spending on TV companies like Disney and Paramount. Top ad spender Unilever also said it would move to spend 50% of its advertising on social media platforms, up from about 30%, and work with 20 times more influencers. Can Hollywood adapt? YouTube's growth could be a problem for Hollywood, which is built on direct ownership of IP and entertainment that moves the culture but costs a ton. Studios and streamers aren't spending like they were when everyone was trying to catch Netflix, but they still need new stuff to keep viewers coming back and capture younger audiences. Creator-led shows offer one way forward. But can they pull it off? There are promising signs. Amazon is the most prominent example of a company betting huge on a creator. It spent more than $100 million to make MrBeast's "Beast Games," which became its most-watched unscripted show, and just renewed it for two more seasons. Netflix has done deals with The Sidemen, kids' educator Ms. Rachel, and more. Warner Bros. Discovery's HBO Max has a new reality show starring Jake Paul and his brother, Logan, "Paul American." And Disney's Hulu has a hit in "The Secret Lives of Mormon Wives." Entertainment companies have gotten more sophisticated about how they work with creators. They're tapping them for their ideas rather than simply looking for a piece of their audience, in contrast with some past flopped creator experiments. Netflix is looking at YouTubers as producers as well as on-screen talent, an unscripted agent told Business Insider. NBCUniversal's Peacock just announced a slate of shows developed by creators via an accelerator program. Tubi has an initiative called Stubios to nurture up-and-coming filmmakers. Media and entertainment companies are also looking at other forms of low-cost content, like soapy mini-dramas and video podcasts. There are challenges, however. Creators like YouTube because there's no gatekeeper. It gives them a lot of data, lets them own their content, and gives them a relatively generous 55% cut of the ad revenue. Creator talent reps told BI some of their clients had walked away from potential Netflix deals because the streamer wouldn't budge from the Hollywood playbook, in which it owns ancillary rights to things like e-commerce revenue. Scott Purdy, a media consultant at KPMG, said entertainment companies would likely start to look at YouTube and other social platforms as potential places to actually launch shows, starting with low-budget fare. "For most companies, most options are on the table," he said. Meanwhile, producers like Horrigan are blue-skying other creator-led formats to put on YouTube. "Talent is still going to want to play in both sandboxes, but we're moving up the stack," he said. "What's next — is horror going to be a thing on YouTube, teen romance? I think that's going to be a thing as well."
Broadcast Pro
05-04-2025
- Business
- Broadcast Pro
NAB Show 2025 kicks off today, exhibit floor opens on April 6
The NAB Show exhibit floor will feature nearly 1,100 companies, including 125 first-time exhibitors. The NAB Show 2025 has begun today, Saturday, April 5, with exhibit halls opening on Sunday, April 6, at the Las Vegas Convention Centre. Running through April 9, the gathering of media, entertainment and technology professionals is expected to welcome over 60,000 attendees from 160 countries, including 44 organised delegations. The show will highlight transformative technologies and trends that are redefining the global content and entertainment landscape, from artificial intelligence and cloud virtualisation to sports media, the creator economy and OTT streaming. Karen Chupka, Executive Vice President of Global Connections and Events at NAB, said: 'The future of content and entertainment will take centre stage at NAB Show 2025 – redefining how content is created, distributed, and consumed around the world. This show has been successfully reimagined as a home for content creators of all types – from social media to television to the big screen and it delivers on that promise by showcasing cutting-edge innovation that will further evolve the art of storytelling across all mediums.' This year's exhibit floor will host nearly 1,100 companies, with 125 making their NAB Show debut. Industry leaders such as Adobe, AWS, AT&T Business, Blackmagic, Canon, Cisco, Dell Technologies, Fujifilm, Intel, Microsoft, Nikon, Quantum Corporation, Riedel, Sony and Verizon Business will present the latest innovations in content production and distribution. New interactive exhibit areas will spotlight emerging technologies and startups. The Startup Stage in PropelME, presented in collaboration with will feature 22 early-stage companies, 80% of which are focused on AI-driven technologies. The AI Innovation Pavilion will serve as a hub for networking and discovery, showcasing the forefront of artificial intelligence in media. Premiere Park will highlight first-time exhibitors, while the Sports Business Hub will demonstrate next-gen tools for audience engagement and sports monetisation. The NAB Show conference programme will include over 550 sessions across 20 stages, addressing cutting-edge developments in business, creativity, production, and tech. Notably, the Business of Entertainment track, co-produced with The Ankler, will dive into Hollywood dealmaking, new advertising models, and shifts in consumer behaviour. The 'Sports Summit' will gather major players like AWS, IMAX, NFL, and Microsoft to examine the future of sports rights and fan experiences. More than 1,000 industry leaders will speak at the show, including major figures shaping the future of content. Among them are Dhar Mann and Sean Atkins of Dhar Mann Studios, with Dhar Mann recently named Forbes' second top creator of 2024; WWE executives Nick Khan and Paul 'Triple H' Levesque, who recently inked a landmark $5bn deal with Netflix; and Gotham Chopra, co-founder of Religion of Sports, whose projects include acclaimed documentaries on Simone Biles, Serena Williams, and Kobe Bryant. Other high-profile speakers include Bobby Carter of NPR's Tiny Desk Concerts, Jody Gerson of Universal Music Publishing Group, Portia Archer of the Women's Tennis Association, NFL analyst and Super Bowl champion Jason McCourty, NASA astronaut Tracy Dyson, and Candle Media co-founders Kevin Mayer and Tom Staggs. Attendees will also experience interactive installations like Creator Lab, a destination for influencers and digital storytellers exploring tools and strategies to grow their brands, and the AWS Racing Simulator, where participants can test their skills while generating real-time data. NAB Show 2025 anticipates continuing its upward trajectory in attendance, with over 50% of this year's registrants attending for the first time. As a cornerstone event for the global content ecosystem, it plays a critical role in shaping industry trends and forging partnerships, generating nearly $17bn in business deals annually.
Associated Press
28-01-2025
- Business
- Associated Press
Creator Economy Spotlighted at the 2025 NAB Show Featuring Headliner Dhar Mann, Top Digital Scripted Content Creator
Expanded Creator Lab to include more tools and content for the creator economy. WASHINGTON, DC / ACCESS Newswire / January 28, 2025 / The 2025 NAB Show, the premier global gathering and marketplace for the media and entertainment industry, is thrilled to announce Dhar Mann, recognized by Forbes as a Top Creator in 2024, as a featured speaker on the Main Stage. On April 8, from 3-3:30 p.m., Mann will share his journey in a session titled 'The Power of Positivity: Building the World's Largest Digital Scripted Studio - Dhar Mann Studios.' Mann, founder of Dhar Mann Studios (DMS) and top digital scripted content creator, has captivated over 124 million followers with his mission-driven, brand-safe storytelling. In this session, Mann will be joined by DMS CEO Sean Atkins to reveal how DMS became a multi-million dollar powerhouse producing inspirational content viewed by billions annually. Attendees will gain actionable insights on scaling digital intellectual property, partnering with brands and harnessing trends driving the booming creator economy. Following their Main Stage session, Mann and Atkins will host an interactive 'Ask Me Anything' Q&A at the Creator Lab in Theater A on the NAB Show floor. Empowering Digital Storytellers Building on its successful debut in 2024, this year's Creator Lab, set on the show floor in the South Hall, will offer even more programming where attendees can explore hands-on learning and education by top thought leaders on topics including: Creator Lab is powered in partnership with Blackmagic Design offering attendees firsthand experiences with cutting-edge tools that empower creators. Presenting Sponsors include Aamaran presenting lighting products, LucidLink displaying storage and cloud tech and new Exhibitor Cree8 showcasing a centralized workspace for creators. Previous NAB Show speakers in the creator economy include host Sean Evans of Hot Ones, creator and filmmaker Casey Neistat and Marc Hustvedt, president of MrBeastYouTube, offering valuable insights into monetization, branding and scaling digital enterprises. The Creator Economy: Transforming Global Entertainment The creator economy continues to disrupt traditional models of media creation, production, advertising and distribution. With tens of millions of professional content creators worldwide, the creator economy is valued at over $191 billion. That number is expected to more than double by 2030, surpassing $528 billion as the industry continues to redefine the global entertainment landscape, according to Coherent Market Insights. 'From Hollywood to the creator economy, NAB Show fosters collaboration to define the future of entertainment,' said Karen Chupka, executive vice president and managing director, NAB Global Connections and Events. 'Our focus on empowering creators ensures they have the resources and knowledge to thrive in this evolving industry.' Register to attend NAB Show today. Covering, but not attending? Stay updated on the latest show news by adding your name to our media list. About NAB The National Association of Broadcasters is the premier advocacy association for America's broadcasters. NAB advances radio and television interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at About NAB Show NAB Show is the preeminent conference and exhibition driving the evolution of broadcast, media and entertainment, held April 5-9, 2025 (Exhibits April 6-9) in Las Vegas. Produced by the National Association of Broadcasters, NAB Show is the ultimate marketplace for next-generation technology inspiring superior audio and video experiences. From creation to consumption, across multiple platforms, NAB Show is where global visionaries convene to bring content to life in new and exciting ways. Learn more at 202-429-5407
