Good morning. QTCinderella’s second-annual Streamer Awards are next month. The creator says she’s spent close to $1 million on the event—triple what she spent last year. She joked that to make up for the costs, maybe she should get Kick to sponsor it. Funny, considering the show will be streamed on Twitch, and is largely for the Twitch community…despite an absence of platform support.

— Hannah Doyle & Nate Graber-Lipperman

What YouTube's Multi-Language Play Means for Creators

Last week, YouTube rolled out its multi-language audio (MLA) feature to thousands of creators, simplifying the process of uploading dubbed videos and aiding creators in building international audiences.

ICYMI: Creators can record audio tracks in different languages and add them to their content, centering viewers across languages on just one channel.

To understand the impact on creators and their growth trajectories, we spoke to Mateo Price, who leads strategy for a new dubbing and localization startup called CreatorGlobal.

• FYI: CreatorGlobal was founded by MrBeast and inspired by his own experience launching channels in several languages.

• It offers premium dubbing for top creators, a service that’s expected to become increasingly in-demand as YouTube’s MLA feature expands.

Here are the biggest takeaways from our conversation with Price:

1. YouTube has made expanding its reach internationally a top priority. That’s for two reasons: 1) YouTube wants to break down language barriers to become more accessible. “This is an accessibility play as much as an increase in…viewership or opportunities for creators,” Price said. And 2) YouTube wants to attract and keep eyes from around the world—more users in more countries translates to more revenue for both YouTube and creators.

2. YouTube is becoming more automatic. Price said early coverage of the MLA rollout missed an important point—the automatic nature of this new feature. “If you're a Spanish viewer and you see our [main] channel, you're gonna see our titles in Spanish, our descriptions in Spanish, and a video starts playing in Spanish,” he said.

3. YouTube’s algorithm will adjust with MLA in mind. “Today on YouTube, the audio tracks aren't recognized by the algorithm,” Price said. He noted that YouTube is already starting to recommend videos with several languages based on increased watch time from certain populations, but the search and discovery system is set to change as MLA’s effects start to factor in.

We talked with Price in-depth about how MLA is a step toward removing a “second-class user experience” as well as the long-term implications of YouTube’s new feature.

For the full conversation, click here.

TikTok Comedians Carve Their Own Paths

TikTok creator and comedian Grace Reiter just got a new gig performing daily Reels for American High, the production company behind Hulu movies including The Binge and Big Time Adolescence.

Context: Reiter rose to popularity on TikTok in 2019 doing impersonations of all sorts of characters, from Harry Styles to Ace Hardware employees. Reiter was recruited to the SNL-like TikTok live show, Stapleview, after hitting 1 million followers.

Why Reiter’s story is so interesting: She’s one of many TikTok comedians using the platform to get their foot into the very heavy door of the digital entertainment industry.

• Dylan Adler, Reiter’s Stapleview costar, did stand-up in NYC and sketches on TikTok before becoming a writer on The Late Late Show.

• Alex Maystrik and Pablo Hernandez of Durafest started on TikTok in 2021. Their viral videos reciting iconic TV lines and pop culture sketches have enabled them to create content full-time and work with brands like Disney and Peacock.

An interesting stat for the road: Edinburgh’s Fringe, the world’s largest arts festival, recently saw more TikTokers take the comedy stage than traditional comedians for the first time in its 75-year-history.

Sponsored by Spotter

Spotter has paid out $740M to creators

Creators like MrBeast, Dude Perfect, Airrack, Kinigra Deon, Deestroying (and 400 more) have received upfront capital to accelerate their content and business growth through Catalog Licensing deals with Spotter.

Here’s a look at how Spotter creator partners have invested the capital:

• 26% into higher quality content

• 21% into production facilities

• 13% into launching new products / brands

• 9% into hiring editors

How it works:

YouTube creators with evergreen libraries continue to generate both views and revenue on their past videos.

Instead of waiting for the revenue to come in on those libraries, creators can access that capital through an upfront payment from Spotter.

From signing leases on new studios to building out their teams, creators have used this capital to invest in the growth of their businesses—and scale much faster than they could without it.

Learn more about how Spotter creators are accelerating their Creators.

Twitch's Week of Ups and Downs

Over the last week, the streaming platform has both given and taken away from creators.

What Twitch added: A page to see the latest features Twitch is testing, like a new chat mode and viewer milestones.

What Twitch took away: Two of Twitch’s largest streamers, Adin Ross and Quqco, were banned from the platform. Ross was banned for the second time this year for reasons Twitch has yet to confirm. Quqco was banned for her choice of attire (which confused both her and her fans).

Big picture: Twitch has faced many setbacks over the last year—the outcome of these moves paired with this summer’s upcoming TwitchCon will test whether the platform is capable of winning and keeping creators.

👀 Creator Moves

• Ali Abdaal is hiring a freelance sketch artist to make graphics for his Deep Dive podcast.

• MrBeast’s director of development, Shawn Hendrix, is looking for producers and production managers to help with building video sets.

• Vanwives are hiring a long-form editor with at least three years of experience to help with their YouTube channel.

🔥 Press Worthy

• TikToker B. Dylan Hollis is releasing a cookbook.

• Tommyinnit, Ranboo, and other Minecraft streamers form the comedy group The Sorry Boys.

• Addison Rae to star in a horror flick.

• Dear Media is hosting a live podcast event in May.

• Unpacking the appeal of beauty knockoffs on TikTok.

• Team Whistle launches a creator program.

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