TOGETHER WITH

It's Tuesday and the reveal of OpenAI’s “arguably flirty” GPT-4 Omni is causing mass flashbacks to the 2013 release of Her. Can we expect AI/human romances to bloom in the spring of ‘24?

FOR YOUR CONSIDERATION…

As Brandcast approaches, YouTube’s CEO has a message for the Television Academy

The column: Is the Television Academy stuck in the past? According to Neal Mohan, it’s “time a creator won an Emmy.”

• The YouTube CEO defended that sentiment in a guest column written for The Hollywood Reporter, which highlighted boundary-breaking creators like Good Mythical Morning hosts Rhett & Link, Hot Ones interviewer Sean Evans, and Challenge Accepted mastermind Michelle Khare.

The argument: Mohan preempted challenges to his thesis by denying the possibility that honoring creators would “detract” from the Primetime Emmys’ “storied history or lessen its cultural significance.”

• Instead, he argued, “recognizing the work of creators is the best way for the Television Academy to continue its legacy of honoring modern culture, while also building a bridge to the next generation of viewers.”

The context: Creators aren’t the only ones who stand to benefit from the acknowledgment of online video by television gatekeepers. YouTube has increasingly prioritized its performance on TV screens over the last few years—and that approach is paying off in a big way.

• According to data from Nielsen, YouTube accounted for 10% of all TV watch time in March 2024. If the platform’s creator community earns more recognition from mainstream tastemakers like the Television Academy, the added legitimacy could further solidify its position as a rising provider of TV content.
  
  

• YouTube’s upcoming Brandcast presentation will likely shed more light on its plan to take over TV screens. The big day is approaching fast, so don’t forget to check out tubefilter.com for updates about the platform’s May 15 ad pitch.

🔆 SPONSORED 🔆

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HEADLINES IN BRIEF 📰

• Sapnap’s partnership with Walmart and Kellanova is paying off. Fans of the Dream SMP co-founder can now score hand-signed, special-edition boxes of Cheez-Its on walmart.com. (Tubefilter)
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• Instagram is expanding its creator marketplace to 10 additional countries, including South Korea, Germany, France, Spain, Mexico, and Indonesia. (TechCrunch)

• A lawsuit filed by presidential candidate Robert F. Kennedy Jr. claims that Meta engaged in “election interference” by briefly removing a video promoting his run for office. (The Verge)
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• Is Big Dairy behind your favorite TikTok videos? According to industry marketing group Dairy Management, its team of influencer partners has helped “put butter on the lips of people across the country.” (Gizmodo)

COLUMNS • GOSPEL STATS 📈

Top 3 Branded Videos: Going back to school with Einstein and MrBeast

This week’s ranking of top branded videos is a solid mix of familiar faces and new favorites. Frequent flyers Veritasium and Beast Philanthropy returned to the charts with academically inclined clips, while a mysterious newcomer intrigued 4.3 million YouTube sleuths.

🥇 Veritasium x Incogni: Something Strange Happens When You Follow Einstein’s Math
Einstein’s theory of general relativity might not be the easiest concept to grasp, but Veritasium has a knack for enlightening viewers with visual learning tools. The channel put that technique to good use at the end of April, when it used a brightly-colored animation to illustrate how Incogni keeps data brokers from “sucking up information about you (a bit like a black hole)”:

🥈 Beast Philanthropy x Chegg: We Schooled Hundreds of Teachers
MrBeast’s primary channel might not be in this week’s Branded Top 3, but the YouTube star still managed to score a spot at #2. 4.4 million viewers tuned in to learn how MrBeast’s charitable hub plans to help teachers “uncover” the “full potential” of their students—with a little help from study aids like Beast Philanthropy’s latest sponsor, Chegg.

🥉 The Villains x June’s Journey: Mom Had No Idea Her Son Is Actually The Killer
High-stakes intrigue earned two newcomers a spot at #3 in this week’s branded chart. True crime channel The Villains made its Branded Top 3 debut by examining a particularly thorny murder case, while its sponsor—a detective video game called June’s Journey—encouraged viewers to do a little investigating of their own.

FYI: This Weekly Brand Report is only a sliver of everything Gospel Stats has to offer. Check out the full site here for more data on YouTube’s branded ecosystem and rising stars.

WATCH THIS 📺

Have you ever seen two AIs sing about a man in a leather jacket?

The duet: There’s been plenty of dialogue surrounding GPT-4’s speaking voice, but what about its musical capabilities? A new video from OpenAI CEO Sam Altman shows off the chatbot’s talent for lyrical improv—including its ability to duet with its own doppelgängers.

• As Altman demonstrates, OpenAI’s new model is capable of everything from on-the-spot musical performances to visual identifications of people and objects. The applications of those capabilities are nearly endless (but the creation of an AI boy band would probably be among the most entertaining).

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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.