Good morning. There’s a new 24-hour video viewership record on YouTube…and it might be a while before this one gets broken. Discord announced a new “Loot Boxes” feature on April Fool’s Day, and the 18-second upload received more than 1 billion views in just one day.
Depending on your favorite conspiracy theory, Discord broke the record either a) on purpose b) by accident or c) by building a joke feature that users genuinely wanted.
Luxury Car Creator Hits the Resale Market
Automobile creator Alex Hirschi announces her luxury car auction site by selling her Tesla Cybertruck / Supercar Blondie
This week Alex Hirschi, aka Supercar Blondie, launched a luxury car auction site called SBX Cars.
Get up to speed: Hirschi got her start posting pictures of luxury cars to Instagram in 2015. She’s built a following of over 100 million across social platforms by giving tours of vehicles like rare concept cars and state-of-the-art jet skis.
Hirschi and her husband, Nik, started SB Media in 2017, and they employ 65 people who work on social content and their auto design studio, SB Design.
Their competitive edge: Focusing on rare cars. Unlike fellow YouTube creator Doug Demuro’s Cars & Bids, SBX Cars will focus exclusively on high-end and limited release vehicles like vintage Formula 1 cars and a BMW glass yacht.
It costs $250 to list a vehicle, and buyers will pay a 5% sales cut to SBX.
Big picture: While auction sites are still new-ish territory for creators, it’s a lucrative market. Auction site Bring a Trailer reported $1.4 billion in revenue last year and Collecting Cars sold more than $35 million in the first two months of this year.
SBX Cars will test Supercar Blondie’s capacity for converting her large social following into sales. Already, SBX Cars has signed up more than $100 million worth of vehicles. The first auction, a Tesla Cybertruck, currently sits at $70,500 with 12 days left.
YouTube Adds Multiview to Coachella 2024 Livestream
YouTube will allow watching up to four live Coachella stages at a time / YouTube
Pro football, March Madness, and now, music festivals. YouTube’s official livestream of next week’s Coachella will include multiview functionality, the company announced in a blog post.
The feature allows viewers to watch multiple performances on their TVs at the same time and switch between which audio they want to listen to.
Context: YouTube is entering its 12th year as the exclusive livestream and content partner of the Coachella music festival—and both sides have enjoyed the upsides.
Now, that partnership is expanding. To pair with the new multiview feature, headliners such as Doja Cat and Tyler, the Creator will sell exclusive concert merch through YouTube Shopping—available to purchase directly through the platform on mobile and desktop or via a QR code on TVs.
Zoom out: Given 1) the success of its NFL Sunday Ticket package and 2) its growing share of TV watchtime, YouTube continues to optimize the platform (and its content) for living rooms.
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Creators Projected to Make $8.1 Billion from Sponsorships in 2024
Emarketer predicts creators will make $8.1 billion from sponsorships this year / Illustration by Moy Zhong
A new report from market research company Emarketer shows that creators are continuing to make the bulk of their money from sponsored content—though other forms of monetization are gaining traction, Emarketer told The Information.
The top creator revenue streams, by the numbers…
Sponsorships: $7 billion (2023) → $8.1 billion (2024)
Platform payouts: $2.9 billion (2023) → $3.2 billion (2024)
Affiliate content: $894 million (2023) → $1.1 billion (2024)
FYI: Creator merchandise sales, the fourth-largest revenue stream, are projected to top $452 million in 2024—a 253% increase from 2021.
🔥 Press Worthy
Filmmaker Eric Floberg premieres his upcoming documentary Moving Still in Chicago.
Patreon creators can now assign community members as moderators, similar to Reddit.
Chef and creator Joshua Weissman gives a tour of his house to Architectural Digest.
This free newsletter helps top social media teams at Netflix, Apple, and Disney stay ahead—subscribe here.
Pirate Software breaks the record for Twitch's Hype Train, where viewers give streamers gifts and subscriptions.
Facebook now defaults to vertical for livestreams and longform video.
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The content we’re looking forward to reading, watching, and listening to this weekend.
Read: Is Bluey ending? Bloomberg dives into how the kids TV series became a franchise worth $2 billion—and what happens next as its creator weighs the show’s future.
Watch: Colin and Samir share a behind-the-scenes look at how new episodes of the show come together.
Listen:The New York Times is now a gaming company…? Journalists Bryan Curtis and Amanda Dobbins discuss how games (including Wordle) have changed the newspaper’s business model.
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