In the last decade, the creator economy has moved from bedroom livestreams to billion-dollar media businesses. But now, the next leap is happening on the biggest screen in the house—Connected TV (CTV).
CTV platforms aren’t just for premium studios anymore—they’re becoming the new frontier for digital-first creators. Armed with loyal fan bases, these creators are bringing long-form storytelling, brand partnerships, and immersive audience experiences to a format once reserved for broadcasters.
Smart TV’s next big act is being shaped by the convergence of creators, fandoms, and fan-only influencers, marking a shift from passive viewing to participatory entertainment ecosystems. With platforms like YouTube, Twitch, and TikTok increasingly integrating into smart TV interfaces, creator-led content is breaking out of the small screen and into the living room.
The rise of creator-fueled fandoms on the big screen opens fresh opportunities for advertisers: seamless branded integrations, commerce-enabled video, and loyalty-driven campaigns inside fan ecosystems. The real prize lies in leveraging the intimacy and trust these creators have cultivated, turning prime-time smart TV slots into premium influencer marketing arenas.
As Netflix continues to grow its advertising business, video podcasts present a unique opportunity to expand its ad inventory in a format that viewers are already accustomed to seeing ads within. The platform could potentially offer advertisers more targeted and engaging opportunities than traditional pre-roll or mid-roll ads, while providing creators with more control over their ad inventory than they currently have on other platforms.
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