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Bent Pixels July Insights
Welcome to the latest Bent Pixels newsletter! This edition highlights the Olympics’ creator strategies, YouTube’s dominance on Connected TVs, and our spotlight on chess grandmaster GMHikaru.
The Olympics' Stealth Marketing Genius
The rise of the creator economy over the last four years has dramatically reshaped how we consume content, and the Olympics are no exception. No longer just a cable TV event, the Games have evolved into a multi-platform experience that leverages the power of digital creators and storytelling.
Key strategies:
Streaming Focus: With 85% of Gen Z and millennials preferring streaming, the Olympics launched sports docu series on popular platforms. (Kagan 2023 Consumer Insights)
Storytelling Impact: Personal narratives make Olympic content 22 times more impactful than facts alone. (New York Times)
Creator-Centric Initiatives:
- NBCUniversal's "Watch with Alex Cooper" series on Peacock combines social media engagement with insider commentary.
- The "Paris Creator Collective" unites NBCUniversal, Meta, Overtime, Snapchat, TikTok, and YouTube for creator- led coverage.
- "Team USA Creators" features 12 former Olympians, Paralympians, athletes, and creators providing on-the- ground coverage in Paris.
This embrace of creator culture isn’t unique to the Olympics. Since the last Games, numerous iconic global events have followed suit, including: Cannes Lions, The Oscars, The Met Gala, Winmbledon, and the FIFA World Cup to name a few.
By integrating creators at every level, from streaming series to on-the-ground reporting, the Olympics are reinventing themselves for a new generation of viewers and setting a new standard for how global events can engage with digital audiences.
The Olympics are embracing Esports with their own Esports Games in Saudi Arabia in 2025. This opens new opportunities for content, sponsorships, and audience engagement in the growing esports landscape.
The Rise of YouTube on Connected TVs: A Game-Changer for Gaming Content
Connected TV viewership is on the rise, and YouTube
is leading the charge with a staggering 9.7% of total viewing time. (CNBC)
Bent Pixels has observed a remarkable 79.8% increase in connected TV viewership among the gaming community. This surge highlights the growing preference for consuming gaming content on larger screens, offering a more immersive experience for viewers. Here are two things to keep in mind:
Implications for Advertisers:
This shift opens up new avenues for reaching engaged audiences. Connected TV ads offer the targeting capabilities of digital advertising combined with the impact of traditional TV commercials, creating a powerful medium for brands to connect with gaming enthusiasts.
Content Creator Opportunities:
For gaming content creators, this trend underscores the importance of optimizing content for larger screens and longer viewing sessions, presenting opportunities for more collaborative and interactive content that takes advantage of the big-screen experience.
At Bent Pixels, we’re uniquely positioned to help brands and creators leverage this growing trend. Our extensive reach within the gaming community, combined with our expertise in video advertising, allows us to create targeted, impactful campaigns that resonate with audiences across all screens.
As YouTube continues to dominate the connected TV space, we anticipate further growth and innovation in how gaming content is consumed and monetized. Stay tuned for more insights and opportunities in this rapidly evolving landscape.
Creator Spotlight: GMHikaru - Chess Grandmaster and Streaming Sensation
Bent Pixels is proud to highlight GMHikaru, one of the most influential figures in the chess streaming community and a valued Bent Pixels partner. Christopher Hikaru Nakamura, known to his fans as GMHikaru, has revolutionized the way chess is consumed online, bridging the gap between traditional chess and modern digital entertainment.
Key Highlights:
- Five-time U.S. Chess Champion and reigning World Fischer Random Chess Champion
- Achieved Grandmaster title at just 15 years old, the youngest American to do so at the time
- 2nd highest-rated chess player currently (FIDE)
GMHikaru’s success on streaming platforms like Twitch and Kick, as well as his popular YouTube channel, with 2.4M subscribers, showcases the growing intersection of competitive gaming and traditional sports. His engaging personality and ability to explain complex chess concepts have attracted a new generation of chess enthusiasts, contributing to the game’s recent surge in popularity.
Stay tuned for more updates on how these trends are shaping the future of digital advertising and content creation.
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