It’s Sunday and this week’s news roundup includes everything from life-threatening fashion to Nut Milk. So, what’s first: Mark Rober’s NFL collab or Ninja’s cashew debut?

MILLIONAIRES CLUB 💸

Barbenheimer is alive and well. The latest beneficiary: this AI company that scored $43M after helping to create a Barbie meme generator used by celebs like Pedro Pascal and Rihanna.

DATA • BRANDED BUZZ 📈

YouTube’s NFL Sunday Ticket deal is turning out to be a touchdown for creators

The deal: It’s safe to say that YouTube’s last $2.5 billion purchase raised a few eyebrows. Football fans and digital industry pros alike were skeptical of the company’s ability to stream NFL’s Sunday Ticket for seven years straight.

The initial results: Now, it looks like all that nervous energy was for naught. According to YouTube CEO Neal Mohan, YouTube TV subscriptions rose from 5 million in 2022 to over 8 million in 2023—and the NFL is enjoying the perks of YouTube’s digital influence, too.

• The league says its collaborations with YouTube’s thriving creator community have attracted a new wave of younger viewers. (Of course, Taylor Swift probably has something to do with that growing audience.)

Top 10 Branded Videos: The profitability of the NFL’s high-profile creator partnerships can be seen in this week’s ranking of top-viewed sponsored YouTube videos. Altogether, the football league added more than 45 million views to its Super Bowl total by sponsoring just three creator videos:

• #1 // How To GUARANTEE Your Team Wins - Mark Rober
  

• #2 // World’s Longest Drink Helmet - Mark Rober
  

• #10 // I Went To The Super Bowl - Ryan Trahan

• Did Mark Rober risk it all by switching sides on game day? Yes. But for unprecedented access to one of the most exclusive—and most-watched—sporting events of the year, who wouldn’t be willing to risk a few thousand boos?

Bigger picture: Check out Gospel Stats for more insights into YouTube sponsorships, rising stars, and influencer marketing trends.

TOP STORIES 📰

• Ninja is teaming up with plant-based beverage company Nutcase Milk to produce a “premium cashew milk.” (Tubefilter)
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• Tech YouTuber Marques Brownlee has joined RFID wallet company Ridge as a board member and chief creative partner. (Tubefilter)
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• For the second time in two years, Texas’ controversial HB 20 law—which seeks to prevent social media platforms from blocking or demonetizing users—is coming to the Supreme Court. (Tubefilter)
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• Creator business builder KLIQ has collected €1.4 million in a funding round led by Serena Williams’ venture fund. (Tubefilter)

WHAT WE’RE WATCHING 📺

@fathenfarms

Finn makes more than me bro 😅 #fyp #foryoupage #cute #quail #cuteanimals

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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.