MrBeast’s $100 million game-changer!

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MrBeast’s next video pits 50 YouTubers against each other. Creators like MKBHD, Logan Paul, Kai Cenat, Pokimane, and Valkyrae will vie for $1,000,000. The video will go live on Saturday.

MrBeast’s $100 million Amazon deal: A glimpse into the future of creator-led streaming

MrBeast's $100 million deal with Amazon Prime Video is more than a huge payday—it's a bold experiment to see if creator-driven shows can captivate streaming audiences as they do online.

The proven formula (kids content): We've seen YouTube-born kids' shows like Cocomelon successfully leap to platforms like Netflix, racking up about 200 million views from July to December. It's clear that content for younger audiences translates well across mediums.

The struggle for adult content: But what about content aimed at older viewers? Streaming giants have struggled to replicate the success of creator-driven kids' content with adult audiences. YouTube and Snap have both tried and failed to make original content featuring creators a hit, scaling back their efforts significantly.

Night's streaming hurdles: Night, the talent management agency behind MrBeast until recently, also stumbled in its attempts to bring TV-quality creator content to platforms like Netflix and Amazon. CEO Reed Duchscher openly acknowledged that their ambitious goals "have not materialized as we had hoped," leading to a shakeup at Night Studios.

The real challenge: Streaming services are still figuring out how to harness the storytelling prowess of creators to capture and hold audiences. Reed Duchscher notes that “most top creators no longer view premium distribution as the ultimate goal,” highlighting a shift in how creators see their content's potential.

Fresh faces and new experiments: Even with these challenges, Night isn’t throwing in the towel. Duchscher plans to drive new initiatives that could extend creator brands and unlock new revenue streams beyond social networks. Meanwhile, streamers are continuing to experiment, desperate to tap into the creator fanbase. Take Alex Cooper, for example—her new deal with Peacock will see her hosting “Watch with Alex Cooper,” a series of live interactive watch parties for the Olympics, aiming to draw in younger female viewers.

Looking ahead:The success of MrBeast’s Amazon series or Alex Cooper's Olympic watch parties could pave the way for future creator-led shows on streaming platforms. With millions glued to YouTube and TikTok, it’s only a matter of time before a streaming service finds the winning formula for creator content.

For aspiring creators, MrBeast's Amazon deal is a sign of what's possible. Keep pushing boundaries and experimenting with your content—your big break could be next.

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News & updates…

💬 LinkedIn introduces sponsored newsletters, allowing creators to promote their content and grow their audience through the app's expanding newsletter engagement.

🍵 YouTuber Ashley Alexander launched Nami Matcha, featuring a $104 starter kit that includes a whisk, bowl, and tin of matcha for making the perfect cup of green tea.

☕️ Hasan Minhaj launched a YouTube interview series, starting with Senator Elizabeth Warren, amidst controversy over claims he exaggerated personal experiences.

💡 Etsy introduced a new labeling system to better describe its items, aiming to attract shoppers and emphasize handmade products, distinguishing itself from sites like Shein and Temu.

👀 Fashion influencer Paige Lorenze launched her Dairy Boy "ready-to-wear" collection, featuring two white dresses for Wimbledon. One dress sold out in pre-orders. Lorenze is dating top U.S. tennis player Tommy Paul.

Instagram is sticking to short videos

Get ready to double down on Reels: Instagram isn’t pivoting to longform videos anytime soon, according to Adam Mosseri. Despite the previous push with IGTV, Mosseri explains that the platform's core identity is about connecting friends and shortform content is the best way to do that.

Instagram’s core mission: Mosseri breaks down Instagram's two primary goals: connecting users with friends and helping them explore interests. These goals are "symbiotic" because users often share short videos with friends, enhancing their connection.

Why longform isn't the answer: Longform videos—those over 10 minutes—don't align with Instagram's mission. Mosseri argues that longer videos lead to less interaction and fewer shares, which isn't what Instagram is about. So, don’t expect to see Instagram chasing longform content like TikTok is.

A creator asked if Instagram would dive into longform video. The answer is no. Here's why:

• Two jobs: Connecting you with friends and helping you explore interests, mostly through shortform video.

• Symbiotic goals: These goals work together as short videos are shared among friends, boosting engagement.

• Longform drawbacks: Watching long videos reduces friend interaction and sharing, undermining Instagram’s core purpose.

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For creators focused on Reels and short videos, Instagram's commitment to shortform content is great news. It's clear that the platform is doubling down on what it does best. While TikTok may venture into longer videos, Instagram is all about those quick, shareable moments. So keep those Reels coming, and let us know what you think in the comments. Peace.