tech
Creator content made the main stage at TV's 'upfront' pitches
In media companies' annual pitch to advertisers this week, creator content played a bigger role as a new category for reaching younger audiences.
TL;DR
- Creator content is increasingly featured in media companies' annual 'upfront' presentations to advertisers.
- Advertiser spending on creator content reached $37 billion in 2025 and is expected to hit $44 billion this year.
- Companies like YouTube, Warner Bros. Discovery, Fox Corp., and Amazon's Prime Video are integrating creator content.
- The shift to streaming and the need to capture younger audiences are driving demand for creator-led content.
- Traditional media is leaning into creator content through personalities on their platforms, particularly in unscripted genres.
- Fox launched Fox Creator Studios, focusing on food content led by chefs like Gordon Ramsay.
- Tubi, Fox's ad-supported streamer, is partnering with YouTube personalities to create content and attract Gen Z audiences.