Good morning. Doug DeMuro recently bought his life-long favorite car, the Porsche Carrera GT. It’s a heartwarming story—he's been obsessed with the sports car since he first saw it on June 15, 2005, so much so that he got married on the same date 12 years later, with mini Carrera GTs holding the wedding rings.

— Hannah Doyle & Nate Graber-Lipperman

Multi-Language Audio Comes to YouTube

YouTube is rolling out support for multi-language dubbed videos, helping creators grow their international audiences with just one channel.

A small group of creators has been testing the new feature. Last month, over 15% of that test group’s watch time came from views in their videos’ non-primary languages.

How multi-language audio works:

• Creators partner with third-party providers (such as dubbing service CreatorGlobal) to record audio tracks in the language(s) of their choosing.

• They can then add the different tracks through YouTube’s Subtitles Editor tool (with the option to update their back catalogs as well).

• For viewers, videos default to their preferred language. They can also search for multilingual content via translated titles and descriptions.

How did we get here? Creators like MrBeast helped popularize the strategy of launching several channels in different languages in order to build a more global audience.

So how does the new tool change that strategy? It expands the opportunity. MrBeast, who was part of the initial test group for multi-language audio, told YouTube creator liaison Rene Ritchie that the new tool creates a much more seamless process…

• For creators. They can focus on “supercharging” their main channels instead of creating thumbnails and responding to comments across multiple channels.

• For viewers. YouTube can more effectively recommend content (including back catalogs) from one dubbed channel vs. several foreign language channels.

Looking ahead: We’ll have more on how this changes workflow stacks and creative processes—including an interview with a core member of MrBeast’s multi-language strategy team—on Monday.

Kai Cenat Hits Twitch Milestone

This week, the gaming and comedy creator reached 200,000 Twitch subscribers, becoming just the third streamer (after Ludwig and Ninja) and the first Black creator to do so.

Context: Cenat has been one of the fastest-growing streamers on Twitch, winning over viewers by becoming as much an entertainer as he is a Fortnite and Roblox gamer. He became the most-subscribed-to streamer on Twitch in October and won the Streamys 2022 Streamer of the Year award in December.

What’s Cenat’s growth strategy?

• He reached the 200,000 subscriber milestone 21 days into his 30-day subathon, which he will continue until March 2.

• Leading up to the subathon kickoff, Cenat released a comedic trailer appealing to his “Mafia” fan base and appeared on shows like Complex's Sneaker Shopping to promote the livestream.

• Cenat peppered the stream with attention-grabbing events, like trying on an Iron Man suit and facing off against police dogs.

FYI: The achievement doesn’t come without a few bumps along the way—Cenat has risked a ban by testing the limits of Twitch’s content policies on multiple occasions during the subathon.

TikTok Leads Platforms in Brand Engagement

Brand engagement on Instagram, Facebook, and Twitter has been steadily declining year-over-year since 2019, according to new data from analytics firm Rival IQ.

So where is all that engagement going? TikTok.

• TikTok’s median per-post engagement rate was 5.69% in 2022.

• In contrast, the rate of engagement per post on Instagram was about 0.47% across industries in 2022.

Big picture: Even in an economic climate marked by shrinking marketing budgets, TikTok spend is growing. But for a platform getting more eyes and dollars by the day, TikTok is facing some significant questions—US lawmakers are increasing pressure to ban the app nationwide, and the European Commission just banned TikTok from official devices.

🔥 Press Worthy

• Spotify is launching a TikTok-like swipe feed.

• Nadeshot sounds off on Adin Ross and Kick.

• ByteDance introduced a new app that functions like Instagram-meets-Pinterest in the US and UK.

• ChatGPT conceptualizes a collab between MrBeast and Yes Theory.

• How much a creator with 20,000 subs makes through YouTube Shorts.

• What we're watching: Where does the trash go in NYC? Public Opinion investigates.

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