NBC and Eurosport among those using ‘creators’ to spur interest and reach wider audiences
Sandra Kwon’s life as an internet personality began during the pandemic, when the Emirates flight attendant started making videos to share funny stories and travel tips as part of her “Jeenie Weenie” persona. Now, courtesy of US broadcaster NBC, she’s in the French capital to provide behind the scenes clips from the Paris Olympic Games to her more than 10mn followers.
Audience behaviour was shifting, he said, and creators offered new opportunities both for content distribution and marketing the core broadcast product. “When you’re the Olympic broadcaster, your audience is everybody. And, it’s young and old. It’s multigenerational, multicultural”, said Zenkel. “There are certainly audiences, especially among younger generations, who spend more time on short-form content than they do on longer, more traditional, programming.
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