Your favorite creator? There’s an app for that (and the company making it just got $150 million).

Creator-fan connection is one of the dominant topics in our industry. Digital content creation is now a $250 billion business, commanding immense amounts of screen time and drawing communities filled with thousands of passionate fans. YouTube has been investing in tools to keep creator interactions with fans within its bubble; meanwhile, companies like Patreon, Substack, and Fanfix are urging creators to establish monetized connections with their audiences outside of major platforms.

Now here comes Uscreen, a company that just scored a $150 million investment to help creators build their own content distribution apps for websites, mobile devices, and streaming devices like Roku smart TVs and Fire TV sticks.

That last one is particularly of note, considering the sheer amount of digital content being watched on TVs these days. YouTube this week revealed that U.S. users are watching more content on TVs than any other devices, including smartphones. That’s wild–and a company letting creators build their own streaming apps to port content onto TVs could capitalize on that continuing growth.

“More and more creators are looking to leverage and own their land, rather than rent that land via all those Big Tech companies and social media platforms,” PJ Taei (pictured above), Uscreen’s co-founder, told Business Insider

. “That’s really where Uscreen comes in, where you own that audience, own your customers, and can continue to remarket to them.”

Uscreen’s investment came from PSG Equity, which just raised $8 billion to invest in startups with scale potential, it told BI. As part of the investment, PSG took a majority stake in Uscreen.

PSG selected Uscreen for investment because it believes right now, companies should be working with “hyper-personalized, community-oriented, identity-oriented creators”–especially if those creators have “like-minded people in the community, lifting each other up,” principal Reid McCann told BI.

Uscreen has been around since 2015 and says it’s so far helped creators generate over $600 million in subscription revenue from their apps. It makes its money by charging creators a monthly or annual fee to use its platform, and by taking an undisclosed cut of the subscription revenue they in turn make from their fans.

It plans to use the $150 million to add products that will drive fan engagement–things like rewards for subscribing for a certain number of months.

We know subscriber badges are appealing for fans; both Twitch and YouTube use them to keep viewers engaged long-term. But it does make us wonder if Uscreen is truly innovating here, considering Twitch, YouTube, and other players in the creator space have had reward badges for years.

McCann told BI PSG is also eyeing Uscreen for expansion to creators outside the U.S., and possibly for introducing AI video production tools.

“As a bootstrapped business, we’re very small, nimble,” Taei added. “We do our best to be resourceful, but with a partner such as PSG, we can really put the pedal to the metal.”