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Online creators are shifting to TV.
Over a dozen content creators are making the jump from social media feeds to TV screens today through a new partnership between the Roku Channel—Roku’s free, ad-supported TV service—and creator company Jellysmack.
The companies have teamed up to launch two new channels that allow viewers to stream series via the Roku Channel, which will feature 17 creators who partner with Jellysmack. The “Hello Inspo” channel will focus on lifestyle creators—such as TikTok-famous hair stylist Brad Mondo and food YouTuber Emmeline Mayline Cho—and include content ranging from fashion and beauty tips to recipe demonstrations, as well as do-it-yourself hacks. And on the “Mysteria” channel, creators in the true crime sphere, including Amy Townsend and Chris Nathan of “True Crime Recaps” and YouTuber Stephanie Soo, will discuss real-life crimes and other unsolved mysteries.
These channels will “be refreshed on an ongoing basis” and regularly expand the creator lineup to incorporate additional creators who partner with Jellysmack, according to a press release. Jellysmack currently works with dozens of major creators, including MrBeast, PewDiePie and Karina Garcia, to distribute and promote their content across multiple social media platforms. And with this partnership with Roku Channel, Jellysmack is expanding that program to now include free, ad-supported streaming, or FAST, channels, the company said in the press release.
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“Our partnership with Roku is about finding big opportunities for creators and their content,” said Stefanie Schwartz, head of platform partnerships at Jellysmack. In addition to broadening the audience for the company’s creator partners, the Roku Channel deal also brings “top creators” to the FAST service, she added. Many of the 17 creators have millions of followers across their social media accounts—Mondo, for example, has over 9 million followers on TikTok alone.
The Roku Channel collaboration isn’t Jellysmack’s first venture into creating content series with its roster of creator partners. In July 2022, the company teamed up with Pinterest to launch five video series on the platform featuring many of the same creators involved in the new FAST channels, including Cho, Garcia, Lauren Riihimaki and Liz Fenwick. However, those series consisted of short, weekly videos, rather than longform TV content.
In this article:
Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media, influencer marketing and the creator economy. Gillian graduated from Syracuse University’s S.I. Newhouse School of Public Communications.