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Intel
Where I share information you should know.
Dotdigital acquired affiliate marketing platform Social Snowball for $35 million. Chris Erwin from Rockwater did a fantastic breakdown of the deal; if you’re curious what an influencer marketing software acquisition looks like, this is a great read. Link
Insight
The week in AI
You probably already know that YouTube is the #1 streaming platform for watching content on television - yes, bigger than Netflix.
What you may not know is that there are more than a dozen other TV-based platforms (mostly ad-supported) that also accept, monetize, and revshare on Creator content, including Tubi, Roku, PlutoTV, Amazon Fire, Netflix, SamsungTV, Vizio, Plex, Xiaomi, Cox, Videotron, and Comcast.
Right now, very few of these companies accept content directly from Creators.
Instead, several aggregation companies like Play.works, FilmRise, and Studio71 have been blessed with the ability to sign Creators, reformat their content, distribute to these platforms, and collect and share revenue.
Here are the current criteria to take advantage:
What they’re looking for:
50-60 hours minimum of long-form content. That's roughly 60-180 typical YouTube videos. They need to load up Creator-branded channels with content so viewers don’t run out and move on.
Evergreen content. They want videos people watched yesterday and will watch tomorrow, not news or trends that are relevant right now.
Consistent viewership. A high baseline of consistent YouTube viewership indicates fandom and reduces the risk that no one will watch. Subscriber counts and viral spikes matter far less.
Apolitical content. Stay away from political topics entirely. Risky and not ad-friendly.
Fully-original and properly licensed everything. The dollars are too big and the risk too high for the platforms to risk lawsuits from content owners. That’s also why clip libraries and shows aren’t usually allowed, all music needs to be properly licensed, and every Creator needs to get Errors & Omissions insurance.
Multi-year exclusive terms (though no guaranteed minimums) - this isn’t something platforms want, but the aggregators do, since it takes several quarters to reformat and distribute the content, get it promoted by the platforms, and start to see revenue.
A great example of successful content is Brave Wilderness - people still watch Coyote Peterson get bit by a bullet ant years later, and probably will forever.
Kids content also works well, as does certain gaming content like Minecraft videos.
While it’s mostly big Creators getting these distribution deals, there are plenty of smaller Creators getting in on the action, like past Creator Logic guest Brian Saviano. If you’re dead set on getting on OTT and meet most criteria except audience size, you should still ping these companies.
The future will look different:
All these onerous requirements exist because of high-touch onboarding costs. When staff need to pitch, negotiate, edit, and onboard everything, aggregators and platforms need strict requirements to mitigate risk.
Change is coming, though; several of the bigger platforms are building self-serve Creator portals, as everyone wants the benefits of unlimited content that YouTube currently has a monopoly on.
Once distributing to OTT platforms becomes as simple as posting to social media, the barriers will all but evaporate.
I predict that in the next 1-3 years, Creators of all sizes will be able to upload, distribute to, and monetize on many more platforms than just YouTube, accessing new audiences and revenue sources across screens of every size.
That’s going to be great news for everyone!
Will you be ready?
Thanks for reading! Forward this to a friend thinking about distribution beyond social.
Resources
Fresh links to events, articles, communities, and products that will help you build your business.
This week’s resources:
If you're interested in selling courses, coaching, etc. to companies (not just individuals), check out this B2B sales webinar from Thinkific. I’ve enrolled myself.
If you want to set up email automations to drive more sales, this guide could help. I’ve bookmarked it to follow in the future.
Here’s a database of the Top 100 email sponsors in June 2025, in case you want to source some email newsletter sponsors.
About: Creator Logic was founded by Avi Gandhi - award-winning Creator agent, producer, and executive - with the mission of helping 1 million people find freedom in the Creator Economy
Poll
Stay Curious
Where I share some things I find interesting.
I’ve been messing around in Replit, an AI tool that lets you build websites and webapps without coding. So far, the first 90% is easy and the last 10% is really hard / requires some level of coding competency (which I don’t have), but it’s fun and I’m learning a ton. I’m building something fun for all of you, so will keep you posted as I close the gap to launching. If you want to try Replit out, use my referral link to get $10 in credits (I get the same).
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Social Snowball acquisition breakdown