Merch is on the way. One person who follows @ThePublishPress on Twitter between now and next Friday will win the first Publish hat. It’s halftime of 2021 so we decided to make today’s issue a team effort. Every member of the Press is chiming in with their predictions for the remainder of this already crazy year. Enjoy ✌🏻✌🏽.

In Today’s Issue 💬

→ Colin on how YouTube can help creators

→ Samir on why the podcast market is about to explode

→ Alice on TikTok getting real with originals

 → Max on why it’s time for creators to go outside

COLIN’S PREDICTION

YouTube Adds A/B Testing on Thumbnails

The most-requested feature finally makes an appearance

This is as much a predication as it is a direct request to anyone from YouTube who reads the Press: please enable A/B testing on thumbnails 🙏.

The thumbnail is the single biggest barrier to growth on YouTube. The feature would help creators find audiences and audiences find creators.

While we’re here, if you're a creator struggling to find your way on YouTube, don't sleep on Shorts. YouTube’s TikTok competitor is the fast-track to a million subscribers (and it doesn't require thumbnails).

SAMIR’S PREDICTION

MrBeast Starts a Podcast

The podcast market will continue to boom for creators

There’s no MrBeast podcast yet, but it could be coming. The tweet above is in response to Call Her Daddy’s $60 million dollar exclusive podcast deal with Spotify. With Joe Rogan grabbing $100 million from Spotify and SmartLess podcast getting $80 million from Amazon, the podcast market is showing no sign of slowing down. If these deals are any indication, I think we will see at least $1 billion in podcast acquisition deals in 2021.

Good podcasts with dedicated audiences help platforms like Spotify attract new users and keep them on the app for years to come, which means more monthly subscription revenue and less churn for Spotify. Creators are in the best position to launch podcasts because they already have dedicated fanbases and the cost of production is low. TL:DR - Start a podcast.

ALICE’S PREDICTION

TikTok Invests in Originals

Expect commissioned content in platform to get a reality check

TikTok’s top talent has been scoring their own shows left right and center. Netflix snapped up the platform’s biggest content house for a reality series and Hulu sealed the deal with the D’Amelios, aka TikTok’s first family. 

But what about homegrown TikTok talent staying put and getting paid? 

Now that all creators have the ability to produce three minute videos, I expect to see investment in original content that matches the success of TikTok’s slate of live programming. My bets lie with a character-based short like Charity Shop Sue or a show with a project-based focus, such as Bricks and Disorder.

MAX’S PREDICTION

The Creator Economy Goes IRL

Fans and creators will abandon screens in favor of time in person

After nearly 18 months stuck indoors, we’re all ready for some fresh air. As the United States continues to bounce back from COVID-19, fans are looking for opportunities to connect with their favorite creators in new ways outside of the small screen. We’re already seeing a few signals: 

• YouTube just bought a 6,000 person stadium

• Bella Poarch is going on tour

• The Paul Brothers are helping set up even more creator boxing matches

While views, likes, and follows might slow down with less time indoors, creators won’t let the lack of engagement get in the way. Expect to see more unique and interesting ways for creators and fans to hang in person through concepts like fashion shows, live podcasts, and concerts. It’s going to be a busy year for IRL events.

🔥 Staff Picks:

COLIN → Hypebeast’s YouTube profile of 100 Thieves

SAMIR → Patreon CEO Jack Conte’s YouTube announcement of the platform’s $155 million funding round

ALICE → Bella Poarch’s Origin Story on H3H3

MAX → Li Jin’s The Creator Economy Needs a Middle Class