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It's Monday and a travel-focused video app is turning heads. With $12 million and a local bent, could Atmosfy be the next TikTok?
NETFLIX IN THE HOUSE 🛍️
Netflix is preparing to launch permanent IRL destinations with shopping, food, and more
Your favorite Netflix shows are making their way into the real world. According to Netflix VP of Consumer Products Josh Simon, the streamer plans to shake up its marketing strategy by opening permanent destinations inspired by the original shows and movies subscribers love.
We’ve seen how much fans love to immerse themselves in the world of our movies and TV shows, and we’ve been thinking a lot about how we take that to the next level.
The first two “Netflix House” locations will hit the U.S. in 2025 (although the concept has the potential to expand globally). Visitors will have a chance to explore a mix of shops, experiential installations, and themed eateries. The last of those amenities should provide plenty of options for foodies—according to Bloomberg, diners can expect both typical American fare like burgers and fries and other, higher-end options.
The development of Netflix House isn’t the streamer’s first foray into IRL shopping and dining. Netflix offered themed merch at a temporary exhibition in Los Angeles last year, before revisiting the same city in June for a food-centric activation inspired by its culinary programming.
HEADLINES IN BRIEF 📰
Andrew Callaghan is back on YouTube nine months after being accused of sexual coercion by at least three women. (Tubefilter)
TikTok is partnering with Disney to bring users a “first-of-its-kind” content destination called the “Disney100 Hub.” (TechCrunch)
Minecraft has once again cemented its position as one of the bestselling video games of all time with “over 300 million copies sold.” (The Verge)
Netflix’s Squid Game-themed reality show will hit the streaming service on November 22. (The Verge)
DATA • MILLIONAIRES 📈
This creator couple met on TikTok. Now, they have 5.4 million followers and counting.
Jack had 40,000 followers on TikTok. Meghan had the confidence to slide into his DMs. Although the two had never met in person (and lived in entirely different states), Meghan saw one of Jack’s skits on her FYP and thought he was funny enough to merit a quick message. He responded, and that was that.
For about a year, the two went back and forth—Jack traveled to see Meghan, she traveled to see him, and they made content together whenever they could. By the time they moved in together, Jack’s fanbase had grown to 400,000 followers, and Meghan had become a familiar face in his videos.
Creating a joint account was the obvious next step.
The creators score thousands of millions of views per month. Data from Gospel Stats.
Together, Meghan and Jack had something viewers couldn’t resist: relatability. Their silly pranks and slice-of-life content captured the attention of millions of fans, who saw themselves (and their own relationships) in Jack and Meghan’s videos.
“Human beings are so much alike, and…there’s a lot of people out there who have similar characteristics to Meghan and similar characteristics to me. It’s really cool whenever we post content, how people relate to that and how they’re like, ‘Wow, we’re so similar.’”
Jack and Meghan’s content has evolved since the launch of their first joint account—they’ve since gotten married and released more videos about Meghan’s ADHD—but their relatability continues to attract new fans across TikTok, YouTube, Instagram, and Facebook. Learn more about their multiplatform journey here.
TIKTOK V. MONTANA
TikTok’s case against Montana centers on one crucial question: Can states ban individual social media platforms?
District Judge Donald Molloy seems unconvinced—at least, in the case of TikTok v. Montana.
That legal battle will determine whether U.S. states have the authority to ban specific platforms or apps. So far, the odds don’t seem to be in Montana’s favor: during a hearing to consider a possible temporary injunction, Molloy (who is presiding over the case) repeatedly questioned the logic behind the state’s ban, which would fine app stores every time they’re used to download TikTok.
“It seems like everything [Montana Attorney General Austin Knudsen] argued at hearings and in public statements are directed to, ‘We are going to teach China a lesson,’ not ‘We are going to protect people.’”
Molloy objected specifically to the severity of Montana’s approach to social media moderation, which he deemed “paternalistic.” The district judge drove that point home during Thursday’s hearing, when he reminded Montana Solicitor General Christian Corrigan that “there are a number of things that a legislature might have or could have done. For instance, instead of banning TikTok, regulate what data they could obtain.”
As Molloy deliberates on a possible injunction in Montana, other social media-centric court cases continue to play out across the country. TikTok alone is facing legal battles in Utah, Indiana, and Arkansas, while the Supreme Court has agreed to hear a case that considers whether states can ban censorship on social platforms.
LISTEN UP 🎙️
This week on the podcast…
Snap Director of Global Creator Partnerships Jim Shepherd drops in to give Creator Upload hosts Josh Cohen and Lauren Schnipper a sneak peek at Snapchat’s next big steps. Also on the agenda: Jellysmack makes a major acquisition and Meta plans out its next monetization method.
Get the full story on Spotify, Apple Podcasts, and wherever else you listen.
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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.