medianexis.
medianexis.
Subscribe

YouTube’s own study says YouTube is the new mainstream

YouTube and research firm NRG’s new Culture and Trends Report finds 67% of 14-to-44-year-olds watch more channels no one they know watches, versus five years ago, while theatrical release awareness fell nearly 10% since 2017.

Why it matters. Brands and studios chasing cultural relevance now have to treat YouTube fandoms, not box office or TV ratings, as the proving ground where legitimacy gets conferred.

Signal from tubefilter.com · Sam Gutelle · read the original.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Creators

All →

IAB’s Creator Fronts exposes how fractured creator ad budgets remain

At the IAB’s inaugural Creator Fronts, the trade group forecast creator ad spending will eclipse $44 billion this year and pushed for standardized ways to find, contract and measure creators.

Perplexity builds out creator-marketing role with multi-million budget

Perplexity quietly filled a creator-marketing lead role paying $175,000 to $225,000, overseeing campaigns past 100 creators and reviewing “builds” made with Perplexity Computer for authenticity, per Digiday.

Giggly Squad podcast lands SiriusXM deal after $150M bidding war

Hannah Berner and Paige DeSorbo signed a new multi-year deal with SiriusXM for their podcast Giggly Squad. Three suitors competed for the show, with offers reaching $150 million before SiriusXM won out, per The Ankler’s reporting.