Streaming services are hungry for channels that offer programming from specific creators, and Amazon is jumping into the arms race. A new Creator Hub will make it easier for Fire TV users to discover content from YouTube and TikTok standouts.
Amazon revealed the Fire TV Creator Hub during a yacht-set presentation at the Cannes Lions marketing festival. The tech giant’s VP of Devices Content and Advertising, Charlotte Maines, explained that content from top creators will become more visible than before. Channels like MrBeast, Topper Guild, Celine Dept, and 5-Minute Crafts will be on full display within the Creator Hub, which is expected to launch over the summer.
Content from those YouTube hitmakers is already available on Fire TV devices, but Amazon is increasing visibility in response to ambitious streaming plays from some of its competitors. The most notable push into acronymic categories like FAST (free ad-supported TV) and AVOD (ad-supported video on demand) has come from FOX, which has paired a deep reservoir of creator content on Tubi with a recent acquisition of the streaming company Roku.
Amazon announced at Cannes Lions that it plans to support more than 500 creators on Fire TV by next year. “What we’re trying to do is take an experience that today you’d need to go to YouTube for, and leverage what we know about the logged-in customer to create another way for creators to get in front of customers with the tools that we have,” Maines said
.YouTube was a launch partner for Fire TV, but its app hasn’t always been easy to find on those devices. As Amazon looks to siphon some creator traffic from YouTube, it is leaning on “the fact that we manage device operating systems,” according to Maines.
Fire TV isn’t the only property Amazon is leveraging amid its creator push. Prime Video has become a showcase for innovators like MrBeast, MrBallen, and Glitch, and creator commissions related to Prime Day are more lucrative than before. Even Twitch — a long-underutilized Amazon property — is part of the plan.
Amazon’s creator endeavors haven’t always gone smoothly. The shutdown of a TikTok-style feed and some questions about Prime Video promotion have stunted the tech giant’s progress. At Cannes Lions, however, Amazon confirmed that it still has heart eyes for creators, and Fire TV is the latest device being used to express that desire.
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