As more creators expand to episodic content, studios want to repurpose and syndicate their shows

Not every creator will end up with a media empire like Mr. Beast’s and score a lucrative streaming deal — but maybe they don’t have to go that route.

Thanks to a variety of revenue streams, be it a product line or brand sponsorships, creators can supplement the ad revenue they generate from posting content to social media platforms. Now with content studios (and some agencies) offering new ways for creators to monetize existing content or produce original creator series for social or connected TV — they can up their content distribution and negotiate more extensive partnerships with brands.

Founded in 2007, production company London Alley, which has produced commercials for Smirnoff and Bose, is developing original creator content through its digital studio that seeks to fill a new space of “indie television” on YouTube, said Ryan Horrigan, president of London Alley Studios. By producing long-form episodic content with creators who come with an established audience (in the millions, per Horrigan) on platforms like YouTube or TikTok, Horrigan believes creators and brands can go beyond the traditional model of selling shows to streaming platforms.

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