Next in Media

Why Creators Like Kai Cenat are Playing Dodgeball for $500K

Episode Summary

Next in Media spoke with Drew Muller, VP and General Manager of House of Highlights, about how the Warner Discovery-owned property is looking to bridge sports fandom with top creators' content via the Creator League. The event, founded in 2023, features top creators such as Kai Cenat, Jesser and FaZe Rug playing a series of tournaments in sports such as slamball, dodgeball and basketball for big prize money, both on social platforms and streaming services like HBO Max.

Episode Notes

💡Takeaways:

🔄 Evolving Beyond Aggregation: Media brands are transitioning from being simple content aggregators to becoming original content producers to keep their audience engaged.
🎯 Prioritizing the Youth Audience: Despite reaching a mass scale of over 100 million followers, House of Highlights focuses on its core under-34 sports fan base to maintain its brand voice and avoid being diluted by trying to appeal to everyone.
📈 The Rise of CTV and YouTube: The growth of YouTube consumption on TV devices (CTV) signifies a new "lean-back" viewing environment for younger audiences, which presents a significant opportunity for advertisers.
🤝 Partnerships Beyond Traditional Ads: Brands are moving past traditional ad placements and integrating themselves into the "fabric of the competition" within custom content.
🏆 Creating Owned Sports Leagues: Instead of only covering traditional sports, media companies can create their own leagues, like the "Creator League" by House of Highlights, featuring creators and personalities.

🎙 Guest: Dan Muller

🎤 Host: Mike Shields

📺 Sponsor: VuePlanner

🎬 Producer: FEL Creative