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TOGETHER WITH
It's Wednesday and Amazon Prime Video is jumping into ecommerce with the launch of a “virtual shopping experience” that lets viewers shop for merch inspired by their favorite shows.
GO LONG
Electrify is gearing up to invest $85 million in long-form YouTube channels
Electrify Video Partners just raised $85 million from private equity fund Capital D—and it has big plans for that eight-digit haul. Since its founding by The Social Store co-founder Ian Shepherd, Findex alum Owen Maher, and former KKR exec Justin Reizes in 2021, the London-based investment company has made a name for itself by investing in “established, successful creators with a solid income.”
So far, those investments include deals with Veritasium, Astrum, SpitBrix, Fizzy, and Improvement Pill, which together have over 30 million subscribers and 10 billion views. Electrify typically claims partial channel ownership (usually around 50%) and a share of profits in exchange for its cash and resource investments—and it now has far more cash to spread around. According to Maher, the company plans to use those funds to “invest in many more creator businesses,” especially those focused on “long-form, factual and brand-safe content.”
“This equity raise takes Electrify to new levels, enabling us to scale our in-house capabilities and invest in many more creator businesses. We are keen to speak with ambitious video creators who are looking for either a growth partner or an exit from their business.”
🔆 SPONSORED 🔆
Viral Nation Talent just signed 4 of the biggest stars in family entertainment. Read on to meet the latest VN creators:
With an award-winning roster of 700+ creators, athletes, and celebrities, Viral Nation has the industry expertise and influence to offer 360 representation across all verticals—and that’s exactly why the top creators in family and children’s entertainment are signing on.
Meet the latest family-friendly stars to sign with Viral Nation:
The Furrha Family is the internet's real-life sitcom. Led by TikTok’s favorite dad—aka Salem Furrha—this groundbreaking Arab-American family has collected 18 million multiplatform followers by sharing relatable comedy and lifestyle content. 🤣
Brooke Ashley Hall shares her fabulous life as wife to boxer Marco Hall and mother to their three children with 20 million fans across TikTok, Instagram, and the family’s YouTube channel, The Beverly Halls. ✨
The McCartys are a wholesome family known for sharing hilarious TikToks and adorable Shorts with 14 million subscribers across multiple platforms. 🤳
Monica J Sutton is an early childhood educator and child behavior specialist who teaches kiddos worldwide through Preschool Explorers and her free Circle Time YouTube videos. Check out Monica’s first children's album, "Circle Time with Ms. Monica vol.1,” on your favorite streaming platform. 🍎
Those creators are ready to reach new heights of success with Viral Nation’s 360 in-house resources. Are you?
HEADLINES IN BRIEF 📰
MrBeast has knocked Jason Derulo out of the top spot in this week’s ranking of most-viewed U.S. YouTube channels. (Tubefilter)
TikTok has announced the introduction of “new labels for disclosing AI-generated content.” (TikTok Newsroom)
Epic Games has reportedly begun contacting Fortnite players who are eligible for refunds as a condition of the publisher’s $520 million settlement with the FTC. (Engadget)
The U.K.’s newly-passed Online Safety Bill could result in major repercussions for social platforms, including potential penalties “up to 10 percent of a company’s global annual revenue.” (The Verge)
DATA • GOSPEL STATS 📈
Betting platforms are celebrating the start of NFL season with an influx of sponsored videos
September is proving to be a big month for betting platforms. Between the US Open and the start of NFL season, sports fans are ready to make some major wagers—and gambling sites like DraftKings know exactly where to find them.
According to a 2022 Think With Google post, “74% of survey respondents interested in sports said they visit YouTube several times a week.” The onset of NFL season (and the resulting influx of long-form game breakdowns and short-form highlights) likely inflates that number even further.
At least, that seems to be DraftKings’ hypothesis.
The betting company sponsored more videos between September 1 and September 15 than during any other two-week interval since February of this year. At least 70 of those videos were uploaded between the 4th and the 10th—more than half of which focused primarily on sports content and athletic news. Given that DraftKings’ audience is almost entirely comprised of fantasy sports fans, its preference for athletic channel partners is no big surprise.
But the timing of the platform’s branded video blitz reflects an important trend: more and more sports fans are turning to YouTube for time-sensitive content and behind-the-scenes replays—and major brands are taking notice.
NINJA LABS
Ninja’s first Ninja Labs product gives health-conscious users a chance to win cars and cash
Earlier this year, Ninja pledged to “build the next big thing in gaming.” The streamer—whose real name is Tyler Blevins—had recently been crowned as GameSquare’s Chief Innovation Officer, and wasted no time in establishing an incubator called Ninja Labs.
Now, Blevins has announced Ninja Labs’ first product: a wellness platform called Vivior 4SIGHT.
“It’s a fact that wellness impacts performance, so I’m hyped to help current and future gamers be the best they can be through Vivior 4SIGHT.”
Ninja Labs joined forces with Vivior and several other companies to develop the new platform, which allows users to track their health and fitness through wearable devices while honing their gaming skills. One of those devices—the Vivior Scouter—offers relief from eye and back strain.
Health-related perks aren’t the only incentives available to 4SIGHT users. Streamers who succeed at monthly “missions” and “challenges” will have a chance to win prizes just by staying in shape. When the first challenge kicks off on September 19, 4SIGHT creators will compete for everything from Honda vehicles and professional gaming stations to in-game rewards and cold hard cash.
WATCH THIS 📺
It’s time to meet your new internet bestie
YouTube is marking Hispanic Heritage Month by introducing viewers to a few talented creators—including influencers who fit squarely into the category of “internet besties.” If you’ve been searching for a new lifestyle vlogger to vibe with, look no further than Brianna Stone.
Stone’s refreshingly honest (and entertaining) vlogs cover everything from the ups and downs of content creation to haircare tips and skincare recommendations. Check out the vlogger’s latest video here to follow her marathon training journey.
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Today's newsletter is from: Emily Burton, Sam Gutelle, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.