Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals / Why Influencers Are Now Buying Their Own TV Networks
Transcript
- Lucas: So you know how for years, the big creator play was to build a YouTube channel, get millions of subscribers, and then hope the algorithm didn't kill your reach overnight? Luna: Right, the classic 'one bad algorithm update away from irrelevance' model. What's the new twist? Lucas: The new twist is that a handful of top-tier influencers are now buying their own TV networks. Not just a YouTube channel that you watch on a TV screen, but actual linear-style channels that live on smart TV platforms like Vizio's WatchFree+ or Samsung TV Plus. Luna: Wait, like, a full 24/7 linear channel? With programming schedules and ad breaks and everything? Lucas: Exactly. The most prominent example I've seen is beauty creator Manny MUA. He launched a dedicated channel on Vizio's WatchFree+ called 'Manny MUA TV' back in March. It's a mix of his old tutorials, some exclusive new content, and curated beauty videos from other creators he likes. Luna: That's fascinating. So he's essentially programming a TV network around his personal brand. What's the business model there? Lucas: It's ad-supported, so free for viewers. The revenue comes from the ads that run during the programming. And the key difference from YouTube is the revenue split. On YouTube, creators typically get 55% of ad revenue, but on these smart TV platforms, the split can be much more favorable. Manny's deal reportedly gives him 70% of the ad revenue, with Vizio taking 30%. Luna: Seventy percent? That's significantly better than YouTube's rate. How does that math work out for him in practice? Lucas: Well, it depends on the CPMs. Connected TV ad rates are generally higher than standard YouTube pre-roll — we're talking CPMs of $20 to $30 versus YouTube's $5 to $10. So even with fewer viewers, the per-viewer revenue can be substantially higher. Manny has about 5 million YouTube subscribers, but his TV channel might only have a fraction of that reach. Still, for a dedicated fan base, it could be lucrative. Luna: And the cost to launch one of these channels? I imagine it's not cheap. Lucas: It's surprisingly accessible for top creators. Setting up a basic linear channel with pre-existing content can cost around $50,000 to $100,000 for encoding, scheduling software, and some initial promotion. If you want original content, that's more. But for someone like Manny who already has a deep library, it's a relatively low incremental cost. Luna: So what's the strategic advantage over just staying on YouTube? Is it purely about better ad splits? Lucas: Partly. But there's also the control factor. On a linear TV channel, you own the schedule. You decide what runs and when. There's no algorithm changing your reach overnight. Plus, you're building an asset that exists independently of any single platform. If YouTube changes its terms, your TV channel is still there. Luna: It's like having your own cable network, but without the cable bundle. So who else is doing this? Is it just beauty creators? Lucas: No, it's spreading. There's a fitness creator named David Laid who launched a channel on Samsung TV Plus focused on workout programming. And a gaming creator called Dr. Disrespect — though he's controversial — has a 24/7 channel on Vizio that streams his old highlight reels and some live content. It's still early, but the trend is definitely picking up among creators with large, loyal audiences. Luna: Do these channels actually generate meaningful revenue, or is it more of a branding play at this point? Lucas: For most, it's probably still a branding play with some upside. Manny's channel might generate a few hundred thousand dollars a year in ad revenue, which is nice but not life-changing for someone who likely makes millions from brand deals. But the long-term potential is what's interesting. If these platforms scale — and smart TV adoption is still growing — the ad inventory could become much more valuable. Luna: That makes sense. It's like buying real estate in a neighborhood that's still being developed. What are the risks? Lucas: The biggest risk is audience fragmentation. If you have a million YouTube subscribers, you can't just assume they'll find your TV channel. You have to promote it heavily on your existing platforms. And the viewing behavior is different — people watch linear TV more passively, so you need content that works in that format. A 10-minute tutorial might not feel right if it's scheduled at 2 AM. Luna: Right, you'd need to think about programming blocks, like 'morning routine' content in the morning, maybe 'nighttime skincare' at night. It's a different editorial muscle. Lucas: Exactly. And some creators are solving that by repurposing existing content into themed blocks. Manny, for example, has a 'Get Ready With Me' block in the mornings and a 'Tutorial Tuesday' block in the evenings. It's not rocket science, but it requires a level of strategy that many creators aren't used to. Luna: So what does this mean for the broader creator economy? Are we going to see more of these independent networks? Lucas: I think so. The smart TV platforms are actively courting creators because they need content to fill their channels. Vizio's WatchFree+ has over 250 channels, and they want differentiated, niche content. Creators with loyal followings are perfect for that. And as the ad market for connected TV grows, the economics will only improve. Luna: It feels like a logical next step in the 'influencer as media owner' journey. First they owned their own websites, then their own YouTube channels, then their own podcasts. Now they own their own TV networks. Lucas: Yeah. And the interesting thing is that this model might actually be more sustainable for mid-tier creators too. You don't need millions of viewers to make a TV channel work. If you can get a few thousand consistent daily viewers on a niche channel about, say, vintage watch repair, you could probably make a decent living off the ad revenue alone, because the CPMs are so much higher. Luna: That's a really compelling point. In a world where YouTube's algorithm is getting more competitive, owning a piece of the TV ecosystem could be a genuine hedge. Lucas: Absolutely. And here's the thing — if this episode has given you some practical insight you can actually use, whether you're a creator yourself or just someone who follows the space, we'd love it if you considered supporting the show. It's what keeps us ad-free and able to dig into these specific angles. You can do that at buy me a coffee dot com slash fexingo. Luna: Yeah, it's a small gesture that makes a big difference. And we really appreciate the listeners who do. Lucas: So back to the TV network trend. One thing I think is overlooked is how this could change the relationship between creators and brands. If a creator has their own linear channel, they can offer brand partners a dedicated ad slot in a specific programming block — something that feels more premium than a YouTube pre-roll. Luna: That's a really good point. It's like offering a mini-upfront to advertisers. 'Sponsor my 2 PM lifestyle block for $5,000 a week.' That's a whole new revenue stream. Lucas: Exactly. And it's measurable in a way that some social media metrics aren't. Connected TV platforms can report exactly how many viewers saw an ad, and they're working on better attribution to sales. That's the kind of data advertisers love. Luna: Do you think we'll see traditional media companies start partnering with creators to launch these networks, like a joint venture? Lucas: I think that's inevitable. In fact, we're already seeing it. The streaming service 'The Nightly' partnered with a group of news influencers to launch a channel on Pluto TV. And I've heard rumors that a major sports league is in talks with a few gaming creators to launch a co-branded esports channel. The line between creator and broadcaster is blurring fast. Luna: So what's the next frontier after owning a TV network? Will creators start buying cable channels? Or maybe launching their own streaming apps? Lucas: That's the billion-dollar question. I think we'll see some creators go full DTC with their own subscription apps, à la Joe Rogan's move to Spotify but with more ownership. But for now, the smart TV channel is a relatively low-cost, high-control step that makes a lot of sense. And as viewing habits shift from on-demand to linear — or at least a mix — having that real estate is valuable. Luna: It's a fascinating time. Thanks for breaking this down, Lucas. I'm going to go check if any of my favorite creators have channels on my TV. Lucas: Do it. And if you find one that's really good, let me know. I'm always looking for the next angle.