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- Twitch CEO hates pre-roll ads too
TOGETHER WITH
It's Friday and that means Fortnite players can kick off the weekend at Coachella Island. The new destination drops today at 3 PM ET.
BAD ADS
Even Twitch's new CEO thinks that pre-roll ads are kind of the worst
It's been less than a month since former Twitch president Dan Clancy took over as CEO , but he's already making some major waves. Not all of those waves have been popular—one of Clancy's moves as CEO involved laying off 400 staffers, and he's doubled-down on Twitch's 50/50 revenue split.
Clancy's latest take might make him a few more friends.
The CEO confirmed in a Bloomberg interview and during a recent appearance on creator SpawnOnMe‘s Twitch stream that the platform is working on improving ads. Pre-roll ads seem to be at the center of that effort. Those particular slots can be especially off-putting to new viewers, who often have to sit through long pre-rolls ads before they've even watched a creator’s content.
To his credit, Clancy seems to understand the negative impact of pre-roll ads on discoverability :
"I don’t think that is the right experience when you’re trying to discover new content. When you are looking and are like, ‘Oh, let me check this out,’ and you are hit with an ad that inhibits you from going and browsing new stuff.”
Twitch's solution: Clancy said the platform “currently [has] some tests going and we’ll be rolling out some stuff soon that really leans away from pre-roll ads when people are in discovery mode.”
🔆 SPONSORED 🔆
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Most importantly: Juice Books is designed to help creators save time and money. 70% of creator businesses employ tax professionals at an average of $3,000 per year. With Juice Books, creators can get direct access to a creator-minded CPA concierge , so they no longer have to work with tax professionals unfamiliar with their business.
Creative Juice’s financial support doesn’t end there. Juice also funds creator futures, so you stay in total control of your content and supercharge your growth. That means upfront cash, monthly options and community. After all, they've already invested millions to support creator careers.
HEADLINES IN BRIEF 📰
Cocomelon – Nursery Rhymes scored 1 billion more views than any other U.S.-based channel during the month of March 2023. (Tubefilter)
A new tool from Spotify allows creators to automatically turn radio shows and live broadcasts into podcast episodes . (Engadget)
Snap is reportedly partnering with music publishers around the world to "add local artists’ music to the Snapchat Sounds library." (Gizmodo)
Twitter has announced the launch of "Subscriptions," a revamped version of Super Follows that allows creators to charge a monthly fee for access to exclusive content like badges, long-form videos, and chats. (Engadget)
DATA • YOUTUBE MILLIONAIRES 📈
This parkour pro's subscriber base is growing by leaps and bounds. Here's how he hit 10 million:
Becoming a top parkour creator on YouTube was something of a full-circle moment for Nick Pro. Long before he hit 10 million subscribers, the creator was a 14-year-old kid learning from his favorite freerunners on YouTube. In fact, Pro pulled off his first-ever flip just after watching creator Oleg Vorslav do his thing:
"I was young, I was 14, so I didn’t think twice about it. I’m like, 'That’s a genius idea!' First one ever, I landed on my feet, no hands, and I got such a thrill from it that the entire day, we went around the neighborhood, and I did flips everywhere, all over, and just recorded it. I think that’s also where the passion for creating videos and stuff slowly started to build."
Fast forward to 2023, and Pro is a highly skilled parkour athlete who's been posting on YouTube for about seven years. His stunts have evolved enormously in that time and, luckily, he uses a lot more safety equipment now that he did at fourteen. The creator's also found his own niche on the platform: a mesmerizing combination of parkour and what Pro calls "geek culture."
Pro's most popular content consistently ties into Marvel movies. Four of his top five videos , for instance, involve a Spider-Man suit and some superhuman moves.
Altogether, those four videos alone have scored nearly 820 million views.
And that's just a drop in the bucket compared to Pro's lifetime total of over 3 billion views.
The creator has a solid fanbase on TikTok , too, where he now claims more than 1 million followers.
DBA X FORVR MOOD
Digital Brand Architects just teamed up with one of the internet's top beauty icons
Digital Brand Architects (DBA) has added beauty creator Jackie Aina to its all-star roster. The UTA-owned management firm will represent both Aina and her lifestyle brand, FORVR MOOD . DBA President of Talent Vanessa Flaherty noted the firm's excitement at working alongside Aina in a recent statement:
“Jackie is a visionary entrepreneur and we are thrilled to welcome her to DBA. Her brand, FORVR MOOD, is a testament to her unwavering passion, entrepreneurialism, and creativity, and we are excited to work together to take her product business to new heights.”
Aina has made big moves since the launch of FORVR MOOD in 2000. In addition to reaching more than 3.5 million YouTube subscribers and 8.5 million followers across all social platforms, Aina has collaborated with brands like Target , helped YouTube roll out live shopping initiatives , and attended the 2021 Met Gala . Her advocacy for inclusive beauty products has also established her as something of a superhero in both the beauty industry and the creator economy. Thanks to those efforts, the NAACP named Aina the YouTuber of the Year in 2018.
DBA VP of Talent Kirstin Enlow recognized those accomplishments and the creator's status as "a powerhouse leader with undeniable influence" in a recent statement:
"Her unwavering advocacy for people of color in the beauty industry has had a profound impact, contributing to much of the positive change that exists in the space today.”
WATCH THIS 📺
If you've ever wondered where viral TikTok sounds come from...
The creator behind What The Audio has the answer. Their videos have reeled in 28.3 million likes by investigating the origins of viral TikTok sounds—a significant number of which lead back to mainstream celebs like Lizzo, Gaten Matarazzo, and Adam Driver ( good soup , anyone?).
Online creators have produced their fair share of popular soundbites, too. In fact, don't be surprised if your favorite TikTok trend includes dialogue from a Dhar Mann video .
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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.