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Content from independent creators and social video platforms plays a key role in energizing fan communities, driving engagement across multiple channels, and maintaining high-quality audience experiences. Younger generations — particularly Gen Z and millennials — rely on these creators and short-form videos not just for fun, but as a trusted source for finding new things to watch and getting recommendations. This behavior directly influences their choices about which shows and films they stream, opening up a real opportunity for legacy media companies: rather than viewing creators as peripheral, treat them as strategic partners who can extend the reach and longevity of existing properties, foster deeper connections with viewers, and tap into audiences that traditional marketing might never reach.
