Creatorverse: Creator TV Drove 148 Billion Views Last Year
Hey Creatorverse readers,
In 2025, only about 7,000 creators made what could be considered TV-length, episodic content. Those creators made up only 0.02% of all social video and yet they drove 148 billion views in the U.S. alone.
That’s what Spotter revealed during the company’s second-ever Spotter Showcase last Wednesday, an event designed to educate brands and the media about the evolution of what the company has dubbed Creator TV. These are shows from creators that primarily live on social media platforms.
“We’re seeing the biggest growth in premium, TV-length programming built specifically for the living room,” Aaron DeBevoise, CEO of Spotter Inc., told me. “Creators are investing more into storytelling, production value and repeatable formats that audiences come back to week after week.”
DeBevoise noted that 76% of fans watch library content from creators like Kinigra Deon at least once a week. “That kind of repeat viewing is exactly what makes episodic programming so powerful,” he said.
There’s also been a major shift in how creators are making their content. “What used to be one person with a camera now has writers’ rooms, production teams and sophisticated post-production workflows,” Jared Carneson, head of social media at Adobe, told me, calling these operations “full-scale studios.”
Creator-led companies are becoming more common as creators have started to think more in terms of seasons and franchises rather than one-off videos. To meet these demands, Adobe has invested in several creator-focused tools like AI model platform Adobe Firefly or the mobile version of Premiere. But Carneson has also seen an increase in collaborations between creators, brands and production teams. To help foster those collaborations, Adobe has partnered with creators on more in-person events, like Dhar Mann’s Creator Training Camp and Amelia Dimoldenberg’s Dimz Inc. Academy, the creator’s free summer program for teens interested in pursuing a career in digital media.
I even attended one of these in-person creator events last year when I went to Colin and Samir’s Press Publish in Brooklyn, which was also sponsored by Adobe. The duo will be hosting a LA version of the summit on May 28.
This isn’t just a growing viewership trend. This is a community-building trend.
“For brands, that means Creator TV is becoming a consistent, always-on environment that needs to be part of their media and marketing strategies,” DeBevoise said.
Now onto the rest.
P.S. Did you notice we published late today? That’s because we were wrapping up loose ends from TheWrap’s inaugural Brand Integration Power Players Breakfast, which acknowledges the best and most innovative partnerships in the TV, movie and creator industries. Check out the list and our writeup of the event here.
Kayla Cobb
Senior Reporter
kayla.cobb@thewrap.com
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@benlapidus WE WILL GET ANSWERS… 3.4.26 #punk #metal #musicalcomedy ♬ PETSMART – Ben Lapidus
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Ben Lapidus
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Bonus Content
- Roblox Is Minting Teen Millionaires (via Bloomberg)
- Louis Theroux on the Manosphere: ‘It’s Highly Profitable to Be a Dick on the Internet’ (via Wired)
- X Is Reinventing Its Creator Subscriptions. Here’s What to Know (via Mashable)
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