{"id":330511,"date":"2026-02-06T08:03:05","date_gmt":"2026-02-06T16:03:05","guid":{"rendered":"https:\/\/www.mediaplaynews.com\/?p=330511"},"modified":"2026-02-15T15:01:22","modified_gmt":"2026-02-15T23:01:22","slug":"converging-platforms-rise-of-creators-will-influence-the-future-of-content-natpe-global-panelists-say","status":"publish","type":"post","link":"https:\/\/www.mediaplaynews.com\/converging-platforms-rise-of-creators-will-influence-the-future-of-content-natpe-global-panelists-say\/","title":{"rendered":"Converging Platforms, Rise of Creators Will Influence the Future of Content, NATPE Global Panelists Say"},"content":{"rendered":"

MIAMI \u2014 Convergence will play a key role in the evolution of content over the coming years, according to panelists at the Feb. 3 NATPE Global session on the future of content.<\/p>\n

Creators, brands and social platforms are converging with studios, streamers, and broadcasters to change the way content is financed, produced, packaged and distributed. And yet one thing that hasn\u2019t changed is storytelling \u2014 a good story is still a good story, and that\u2019s at the heart of all successful content.<\/p>\n

YouTube creators are known for creating good stories that draw loyal legions of followers. And more and more, their success isn\u2019t limited to YouTube.<\/p>\n

\u201cIt feels like every day is new,\u201d said Kim Larson, global managing director and head of creators at YouTube. \u201cEvery day something’s different, and we’re learning. I’ll tell you, some things are pretty constant when we think about audience behavior, and that is how passionate fans build community in a way that I don’t think everybody’s figured out how to financially unlock yet.\u201d<\/p>\n

As an example, Larson pointed to creator Markiplier, whose real name is Mark Fischbach.<\/p>\n

\u201cHe had a passion project called Iron Lung<\/em>,\u201d Larson said. \u201cIt is a movie he made and self-financed. He spent $3 million on it. He literally went to these theaters and said, \u2018Hey, will you show it for me?\u2019 And his community, his installed base of 38 million followers, stepped up. He got in 4,000 theaters with a $21 million opening box office last weekend. Nobody thought that was possible. And I think that people are waking up to the power and the financial opportunity that comes with the community.\u201d<\/p>\n

Subscribe HERE to the FREE\u00a0Media Play News<\/em>\u00a0Daily Newsletter!<\/strong><\/a><\/p>\n

On the other hand, Larson added, \u201cwhen we talk about audience behavior, I think we overestimate the degree to which people discern\u201d about the different types of content.<\/p>\n

\u201cLive sports, scripted shows, creator-led entertainment \u2014 it\u2019s just what do people want to watch in the moment,\u201d she said. \u201cWhat is entertaining? What’s going to captivate them? And so we’re just seeing these barriers coming down in a way that is probably scary for a lot of people, but also really fruitful, I think, for the industry.\u201d<\/p>\n

Robert Sharenow, president of programming for A+E Global Media, said even though A+E\u2019s content is now available on multiple platforms, including YouTube, choosing content hasn\u2019t changed all that much over the years.<\/p>\n

\u201cWe look for things that have universal resonance,\u201d he said. \u201cAnd one of the odd things that I’ve noticed over the last 15 years is that when you look at old media and old platforms, the same things work everywhere.<\/p>\n

\u201cWe are huge on YouTube in history \u2014 our stuff on history kills on YouTube, as does our crime and justice stuff. The things that work translate on every platform. So it’s not this incredible mystery. I think the mystery and the thing that is most exciting are the things that are surprising.<\/p>\n

\u201cNo algorithm could have ever predicted the success of \u2018Heated Rivalry\u2019 (a Canadian\u00a0sports\u00a0romance series about two rival professional\u00a0hockey\u00a0players whose on-ice animosity conceals a secret romance). And when I took the pitch for \u2018Project Runway,\u2019 \u00a0I was like, \u2018Fashion design? Who\u2019s interested in that?\u2019 Boy, was I wrong. It\u2019s a great show, but it’s really about creativity in its heart. And that\u2019s a universal theme.<\/p>\n

\u201cIt\u2019s the same with \u2018South Park,\u2019 which began as two guys in their garage cutting out elementary school students from colored paper. And I do think there are all sorts of unpredictable moment, and a lot of our shows come out of that. Who would’ve thought a show about a pawn shop would be going on 500 episodes?<\/p>\n

\u201cThose are the things that get me excited \u2014 you just don\u2019t know what\u2019s coming next. Again, for us, we\u2019re a multiplatform company, so we want everything to play everywhere. And it does. So it\u2019s not like the game has changed. You\u2019re still trying to attract a big audience \u2014 wherever they are.\u201d<\/p>\n

As more platform shifts occur, innovation and originality will become increasingly important, panelists said. YouTube\u2019s Larson said that when the Oscars move to YouTube in 2029, viewers will see a whole new broadcast, including a digitization of the Academy Arts and Sciences Museum \u201cso that we can really celebrate what’s gone before and have a more up-to-date way to consume it.\u201d<\/p>\n

Creators hoping to broaden their reach and move their content beyond social platforms must develop \u201ca constructive and intimate relationship with their fans,\u201d Larson said. \u201cAnd their audiences are infinitely more monetizable. I always tell brands, \u2018Hey, don\u2019t just chase the big reach.\u2019 You can get into every nook and cranny in culture and find a creator who does something about, say, vegan Indian cooking, and find their audience there.\u2019\u201d<\/p>\n

The most successful creators, Larson said, all have certain common traits. \u201cThe first thing you have to do is have a point of view,\u201d she said. \u201cYou have to be interesting. You have to be good. And you have to be willing to put yourself out there and package that up in a way that sometimes might be uncomfortable, but that\u2019s endearing to your audience.\u201d<\/p>\n

One significant change in how content will be produced \u2014 but not how it will necessarily look or feel \u2014 is the integration of AI to cut costs, speed up production cycles and give filmmakers more tools to work with.<\/p>\n

\u201cI think the future of content is going to look like humans working with traditional workflows, how we’ve done before, but integrating AI in a very smart way, in an efficient way, without losing the story that they intend to do,\u201d said Verena Puhm, head of Dream Lab LA, a\u00a0Luma AI\u00a0R&D studio in Los Angeles designed for filmmakers, studios, and artists to explore, experiment with, and integrate cutting-edge AI technology into professional storytelling.<\/p>\n

\u201cI think the future of content will include more choices, but also more winners and losers creatively,\u201d said A+E\u2019s Sharenow. \u201cIt always ends up being a creative footrace \u2014 whatever the disruption is, some people are going to win, some people are going to lose, and it all comes down to the creativity, no matter what we\u2019re talking about. If it\u2019s a micro drama, if it\u2019s\u00a0 YouTube short, if it\u2019s a 20-hour documentary on World War II with Tom Hanks, there are winners and losers in every single bucket.\u201d<\/p>\n

Asked about the next evolution for YouTube, from a content perspective, Larson said, \u201cThat\u2019s a really hard question. I guess I would say that by giving people tools [like AI], we are now lowering the barrier of entry for all kinds of new content. So everything in here that everyone thinks is content, I think that’s going to be redefined because what those tools are enabling is me, you, you, you, you to all tell stories in really compelling and professional ways. And that is going to unlock something. I don\u2019t know what that something is, but that is going to unlock a whole new generation of storytellers.\u201d<\/p>\n

Subscribe HERE to the FREE\u00a0Media Play News<\/em>\u00a0Daily Newsletter!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2014 Convergence will play a key role in the evolution of content over the coming years, according to panelists at the Feb. 3 NATPE Global session on the future of content. Creators, brands and social platforms are converging with studios, streamers, and broadcasters to change the way content is financed, produced, packaged and distributed. … Continue reading “Converging Platforms, Rise of Creators Will Influence the Future of Content, NATPE Global Panelists Say”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":330519,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1751,29,3,28,271,653,375],"tags":[20865,22546,20620,22547,57],"coauthors":[64],"class_list":["post-330511","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conference-news","category-digital","category-news","category-streaming","category-studios","category-top-news-story","category-tv","tag-ae-global-media","tag-kim-larson","tag-natpe-global","tag-robert-sharenow","tag-youtube"],"acf":[],"yoast_head":"\nConverging Platforms, Rise of Creators Will Influence the Future of Content, NATPE Global Panelists Say - Media Play News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaplaynews.com\/converging-platforms-rise-of-creators-will-influence-the-future-of-content-natpe-global-panelists-say\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Converging Platforms, Rise of Creators Will Influence the Future of Content, NATPE Global Panelists Say - Media Play News\" \/>\n<meta property=\"og:description\" content=\"MIAMI \u2014 Convergence will play a key role in the evolution of content over the coming years, according to panelists at the Feb. 3 NATPE Global session on the future of content. 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