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Amazon invested an undisclosed amount in creator-economy startup Spotter to sink its teeth further into the influencer industry and bolster Prime Video with more content.
The Big Insight: Big media brands keep looking for ways to leverage the power of social media stars… but most strategies feel like putting a square peg in a round hole. So, maybe partnering with a company that lives and breathes the industry could be a game-changer.
Between The Lines: After Spotter connected MrBeast with Amazon’s Prime Video to launch the biggest competition series ever, Spotter is now getting into business directly with the commerce giant.
- The deal will give creators in the Spotter network — which includes MrBeast, Deestroying, The Try Guys, Dude Perfect, and Nastya — “compelling new business opportunities” with Amazon.
- That could include starring in movies for Amazon MGM Studios, launching shows on Prime Video, programming events on Twitch, livestreaming content for Amazon Live, and of course, logistics for branded products on its main platform.
The Future: For Amazon, the Spotter deal is a natural extension of the company’s moves into the creator economy — Dude Perfect commentates an alternate feed of Prime Video’s Thursday Night Football, and MrBeast’s Beast Games is set to debut next year. Despite reports that Beast Games went very off the rails, it appears that hasn’t hurt the creator’s relationship with Amazon. Don’t be surprised if Amazon tries to sign some creators to exclusive deals with Prime Video to pull them away from YouTube.
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