Creators are leveraging CTV channels as added value for sponsorship deals

As more creators sign CTV licensing deals, they are using their newfound television presence as a bargaining chip in negotiations with potential advertisers.

In recent months, CTV channel operators from Samsung TV Plus to Tubi have significantly expanded their creator offerings, standing up dedicated FAST and AVOD channels to serve creators’ videos. In addition to splitting ad revenue from the channels with the operators, creators are looking to profit from their CTV partnerships in more creative ways. Four creators and creator talent managers that had recently signed CTV licensing deals told Digiday that they were planning to leverage their expansion onto TV to charge higher rates for sponsored content.

“It allows you to talk to more premium brands,” said Courtney Hirsch, the CEO of the creator collective Jomboy Media, which signed a licensing deal with Tubi in August. The CTV presence has come up in renewal conversations and “is a value-add that we talk about to lock in these premium, one-year or multi-year sponsorships.”

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