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Why Creators Like Kai Cenat are Playing Dodgeball for $500K

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Manage episode 501135558 series 2805892
Content provided by Shield Strategic and Mike Shields. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Shield Strategic and Mike Shields or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Next in Media spoke with Drew Muller, VP and General Manager of House of Highlights, about how the Warner Discovery-owned property is looking to bridge sports fandom with top creators' content via the Creator League. The event, founded in 2023, features top creators such as Kai Cenat, Jesser and FaZe Rug playing a series of tournaments in sports such as slamball, dodgeball and basketball for big prize money, both on social platforms and streaming services like HBO Max.

💡Takeaways:

  • 🔄 Evolving Beyond Aggregation: Media brands are transitioning from being simple content aggregators to becoming original content producers to keep their audience engaged.
  • 🎯 Prioritizing the Youth Audience: Despite reaching a mass scale of over 100 million followers, House of Highlights focuses on its core under-34 sports fan base to maintain its brand voice and avoid being diluted by trying to appeal to everyone.
  • 📈 The Rise of CTV and YouTube: The growth of YouTube consumption on TV devices (CTV) signifies a new "lean-back" viewing environment for younger audiences, which presents a significant opportunity for advertisers.
  • 🤝 Partnerships Beyond Traditional Ads: Brands are moving past traditional ad placements and integrating themselves into the "fabric of the competition" within custom content.
  • 🏆 Creating Owned Sports Leagues: Instead of only covering traditional sports, media companies can create their own leagues, like the "Creator League" by House of Highlights, featuring creators and personalities.

🎙 Guest: Dan Muller

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

  continue reading

250 episodes

Artwork
iconShare
 
Manage episode 501135558 series 2805892
Content provided by Shield Strategic and Mike Shields. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Shield Strategic and Mike Shields or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Next in Media spoke with Drew Muller, VP and General Manager of House of Highlights, about how the Warner Discovery-owned property is looking to bridge sports fandom with top creators' content via the Creator League. The event, founded in 2023, features top creators such as Kai Cenat, Jesser and FaZe Rug playing a series of tournaments in sports such as slamball, dodgeball and basketball for big prize money, both on social platforms and streaming services like HBO Max.

💡Takeaways:

  • 🔄 Evolving Beyond Aggregation: Media brands are transitioning from being simple content aggregators to becoming original content producers to keep their audience engaged.
  • 🎯 Prioritizing the Youth Audience: Despite reaching a mass scale of over 100 million followers, House of Highlights focuses on its core under-34 sports fan base to maintain its brand voice and avoid being diluted by trying to appeal to everyone.
  • 📈 The Rise of CTV and YouTube: The growth of YouTube consumption on TV devices (CTV) signifies a new "lean-back" viewing environment for younger audiences, which presents a significant opportunity for advertisers.
  • 🤝 Partnerships Beyond Traditional Ads: Brands are moving past traditional ad placements and integrating themselves into the "fabric of the competition" within custom content.
  • 🏆 Creating Owned Sports Leagues: Instead of only covering traditional sports, media companies can create their own leagues, like the "Creator League" by House of Highlights, featuring creators and personalities.

🎙 Guest: Dan Muller

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative

  continue reading

250 episodes

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