{"id":9226,"date":"2025-09-18T01:20:31","date_gmt":"2025-09-18T05:20:31","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/09\/18\/your-new-favorite-show-is-on-youtube\/"},"modified":"2025-09-18T09:04:08","modified_gmt":"2025-09-18T13:04:08","slug":"your-new-favorite-show-is-on-youtube","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/your-new-favorite-show-is-on-youtube\/9226\/","title":{"rendered":"Your New Favorite Show is on YouTube"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><em>Why social-native shows are the future &ndash; and how brands can build an audience in this space<\/em><\/h1>\n<p class=\"wp-block-paragraph\"><em>By Zach Blume, Co-founder &#038; President, Portal A<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When Quibi, YouTube Originals, and Snap Originals shut down in short succession, the takeaway seemed obvious: audiences weren\u2019t ready to watch TV on social.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The narrative was wrong.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Audiences didn\u2019t reject episodic storytelling on social \u2014 they rejected old formats, models, and talent repackaged for platforms that play by a different set of rules.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the last five years, the demand for premium entertainment on YouTube, TikTok, and Instagram has surged. And viewers are looking for more than stunts, vlogs, and pranks \u2014 they\u2019re drawn to recurring formats and characters they can return to and invest time in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This audience demand isn\u2019t being met by the old guard of Hollywood or Madison Avenue \u2014 it\u2019s being led by a new wave of creators and studios that know how to craft high-quality formats for these spaces.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For marketers, it\u2019s no longer a matter of <em>if<\/em> \u2014 it\u2019s about <em>how<\/em> to lean into this change in viewing habits.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A New Creative Class<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We\u2019re seeing a new culture emerging online \u2013 a wave of creators and producers that aren\u2019t chasing virality with shock thumbnails and biggest-ever challenges. A sophisticated creative class is emerging, one that is building formats designed to deepen loyalty over time:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Creator Filmmakers<\/strong> like the creative collective at Creator Camp are crafting narrative-driven formats without waiting for networks or streamers to greenlight.<\/li>\r\n \t<li><strong>Creator Studios<\/strong> like Mythical Entertainment and First We Feast are evolving into full-fledged media companies with long-running franchises and loyal fanbases.<\/li>\r\n \t<li><strong>Social Content Studios<\/strong> are financing and producing serialized IP that is native to YouTube, TikTok, and Instagram.<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">These creators and production companies aren\u2019t just chasing trends or algorithms; they\u2019re building loyalty to a format. Shows like <em>Roomies<\/em>, <em>The Intern<\/em>, <em>Recess Therapy, <\/em>and dozens more offer recurring characters, story arcs, and community feedback. On YouTube, flagship franchises like <em>Hot Ones<\/em>, <em>Good Mythical Morning<\/em>, and <em>Challenge Accepted<\/em> rival \u2013\u00a0and in many cases, surpass \u2013 linear TV in reach and cultural impact.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For perspective, YouTube now commands more viewership on TV screens in the U.S. than Netflix or Disney, with over 60% of watch time going to videos longer than 20 minutes. YouTube increasingly sees its content as Emmy-worthy\u2014and rightfully so. The platform\u2019s new Shows tab, which organizes videos into seasons and episodes, is yet another signal of the shift.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A new breed of studios is leaning in. Creative studios like Further Adventures, Unicorn, Gymnasium, Mad Realities, Made In Network, and Portal A\u2019s own Moonshots are financing and creating original IP that is built exclusively for social distribution.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some are part management company, part production house. Others blend branded content with original series. Some are media companies built around high-profile talent.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The common thread: they\u2019re not born out of legacy media, ad agencies, or entertainment studios scrambling to retrofit ideas and models for digital. They\u2019re not incubating social projects to eventually sell to TV or film. They are studios that are born on social and are pioneering new models and formats engineered for the social media environment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In an era of audience fatigue with clickbait and algorithm-hunting, these studios know that real value is not derived from one-off viral hits \u2014 it\u2019s about capturing and sustaining audience attention over time by building loyalty around formats viewers love.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Brand Opportunity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For marketers, this opens a real opportunity to get in early \u2014 to move beyond logo slaps and one-off creator deals and co-create formats that drive long-term audience engagement.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As YouTube creator Samir Chaudry recently noted: &#8220;Memorable views beat forgettable impressions.&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s opportunity is about becoming part of the show development itself. Some brands are co-producing and shaping entertainment series in a way that forges a deep, lasting connection between a brand and an entertainment property that audiences love.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take Boy Room, a serialized TikTok-native series sponsored by Amazon Prime. It doesn\u2019t just feature the brand \u2014 the series is shaped by it. Amazon supplies the furniture and decor for the room makeover show, making the brand essential to the concept.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you want to show up in this new genre in the most impactful way, consider these priorities:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Start at the concept stage<\/strong>: Don&rsquo;t just fund an idea. Help shape it. The strongest brand partnerships are built on shared creative intent from the very beginning.<\/li>\r\n \t<li><strong>Be part of the narrative<\/strong>: Find ways to naturally integrate your product or message into the story arc. If it doesn&rsquo;t serve or even improve the story, it won&rsquo;t feel natural to the viewer.<\/li>\r\n \t<li><strong>Design for social consumption: <\/strong>Social content isn&rsquo;t just shorter TV &mdash; it&rsquo;s built for platform behaviors and competes against infinite other options. Must-watch intros, platform-native talent, and immediately understandable concepts are table stakes.<\/li>\r\n<\/ul>\r\n<h2 class=\"wp-block-heading\"><strong>The Future of Entertainment Is Already Here<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We\u2019re still in the first inning of a seismic change in how audiences consume entertainment.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Netflix isn\u2019t just competing with Disney or HBO for your attention \u2014 it\u2019s battling TikTok and YouTube. Social entertainment is no longer a stepping stone to TV or film; it is becoming the destination itself.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As audiences spend less time in traditional spaces and more time on platforms like YouTube, they\u2019re seeking richer, more compelling storytelling online. For marketers, the opportunity is to show up early and partner with the creators and producers who are on the frontlines of this change.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This era won\u2019t be defined by commercial breaks or rented space alongside this new wave of entertainment \u2014 it will be about helping co-create it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This era won\u2019t be defined by commercial breaks or rented space alongside this new wave of entertainment \u2014 it will be about helping co-create it.<\/p>\n","protected":false},"author":7,"featured_media":9227,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your New Favorite Show is on YouTube | AW360<\/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:\/\/advertisingweek.com\/aw360\/news\/your-new-favorite-show-is-on-youtube\/9226\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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