YouTube wants an Emmy

It’s Wednesday!

Bluesky is expanding profile verification to all notable users, taking a different approach to scaling verification than other platforms.

Creator economy moves

• OnlyFans owner is reportedly in talks to sell to an investor group at about $8 billion valuation.

• Steven Bartlett, host of "Diary of a CEO," invested in and became co-owner of creator startup Stan, which offers virtual stores for coaches and "knowledge" creators to sell digital products.

• The Shorty Awards announced winners of its 17th annual ceremony for digital and social media.

• Nick Clegg warned that requiring artists' permission to train AI models would "basically kill" the UK's AI industry, calling consent rules unworkable as Parliament debates transparency laws.

• YouTube was the most-watched TV platform for the third month in a row, accounting for 12.4% of total viewing time in April 2025, ahead of Disney (10.7%), Paramount (8.9%), and NBCUniversal (8.2%).

• Honey is still losing users months after the cheating scandal, with its Chrome extension dropping from 20 million to 15 million users.

• YouTube Premium Lite, the ad-free (but music-limited) tier, is expanding to Canada, the UK, Mexico, Argentina, and Brazil at CAD$7.99 / £7.99 per month.

Streaming services bet big on YouTubers

Netflix, Amazon, Hulu, and Peacock have announced over 25 shows featuring digital creators. And they're just getting started. From MrBeast's blockbuster Beast Games on Amazon to TikTok-famous Mormon moms headlining Hulu's most-watched reality premiere, influencers are becoming Hollywood's safest new bet.

Why it matters:
Streaming giants are hunting for cheaper, lower-risk hits. Creator-led content fits the bill. These shows often come with pre-built audiences, faster production cycles, and creators who know how to make content that sticks.

What creators want:
Not just reach, but flexibility. Many are hesitant to sign exclusive deals that block their YouTube uploads or stall their revenue. That's led Netflix to offer hybrid models like licensing old episodes or allowing same-day uploads to YouTube.

The shift in strategy:

• Netflix is licensing influencer content, co-developing original shows (like Blippi's Job Show), and offering same-day streaming

• Amazon renewed Beast Games after it became Prime's most-watched unscripted show

• Peacock debuted four scripted shows from emerging creators like Katie Florence, giving them creative control

• Samsung TV Plus and Tubi are snapping up creator libraries for their free streaming platforms

Final thought:
As Gen Z ditches traditional TV, streamers are chasing their attention through creators they already trust. But creators won't give up their platforms easily. The future will be built on partnerships that protect their digital empires.

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YouTube is gunning for its first Primetime Emmy — and it's going all in

YouTube wants more than your watch time. It wants a seat at Hollywood's most exclusive table. For the first time ever, YouTube held a splashy "For Your Consideration" (FYC) event in West Hollywood, aiming to help creators like Michelle Khare, Sean Evans, and Rhett & Link land a Primetime Emmy nomination.

Why it matters:
A win would be historic. No native YouTube creator has ever won in a main Emmy category. But it would also be a powerful signal that YouTube's creator-driven shows deserve the same recognition (and ad budgets) as traditional TV.

What YouTube is doing:

• Hosted a full-blown FYC event complete with food trucks, set recreations, and panel chats

• Backing creators with PR, billboards, and Cannes/Upfronts ad placement

• Pushing nominations for Hot Ones (Outstanding Talk Series), Good Mythical Morning (Short Form Series), and Challenge Accepted (Hosted Nonfiction Series or Special)

The bigger play:
YouTube's making it clear it's not just for "internet video" anymore. CEO Neal Mohan wants Emmy voters to recognize creators as studio-caliber producers. YouTube's new Shows feature for TV will organize creator series just like Netflix or HBO does.

What creators are saying:
"This isn't just about me," said Michelle Khare. "If a creator gets nominated, it moves the whole creator economy forward."

Final thought:
YouTube isn't chasing validation. It's building legitimacy. And if Emmy voters are paying attention to what people actually watch on TV screens, creator content may finally get its moment.

Extra reads

👉 Instagram is offering creators up to $20,000 to bring people to the app