{"id":4672,"date":"2025-12-16T02:37:55","date_gmt":"2025-12-15T21:37:55","guid":{"rendered":"https:\/\/paknews.centers.pk\/farm-to-table\/"},"modified":"2025-12-16T02:37:55","modified_gmt":"2025-12-15T21:37:55","slug":"farm-to-table","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/farm-to-table\/","title":{"rendered":"Farm to Table"},"content":{"rendered":"


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O<\/span>ne of<\/span>\u00a0<\/span>the overarching themes of<\/span>\u00a0<\/span>Stream<\/span><\/a>ing Media 2025<\/a>, which took place October 6\u20138 in Santa Monica, Calif., was the rise of<\/span>\u00a0<\/span>the creator economy. Discussions centered around the changing economics of<\/span>\u00a0<\/span>con<\/span>tent creation, delivery, distribution, and curation\u00a0<\/span>(with AI playing an ever-larger role in leveling\u00a0<\/span>the playing<\/span>\u00a0<\/span>field to varying degrees at all stages);\u00a0<\/span>evolving business models for creators looking to leverage and grow their brands and survive and thrive; and the ongoing, unignorable convergence of<\/span>\u00a0<\/span>creator channels and \u201ctraditional\u201d streaming platforms.<\/span>\u00a0<\/span>The last topic seems like\u00a0<\/span>a particularly noteworthy sign of<\/span>\u00a0<\/span>the times\u2014how many conversations carried on just down the 405 in Huntington Beach in the heyday of<\/span>\u00a0<\/span>Streaming\u00a0<\/span>Media West concerned the convergence (or<\/span>\u00a0<\/span>di<\/span>vergence) of<\/span>\u00a0<\/span>streaming upstarts and traditional linear broadcast?<\/span><\/p>\n<\/div>\n

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In one of<\/span>\u00a0<\/span><\/span>the exhibit hall interviews from the\u00a0<\/span><\/span>show, streaming industry stalwart<\/a><\/span>\u00a0<\/span><\/span>Timothy Fore-<\/span><\/a>Siglin<\/a> sat down with pocket.watch SVP David\u00a0<\/span><\/a><\/span>B. Williams<\/a> to discuss the fast-evolving interplay\u00a0<\/span><\/a><\/span>of<\/span>\u00a0<\/span><\/span>creators and audiences and social and CTV\u00a0<\/span><\/a>platforms<\/a>.<\/span>\u00a0<\/span><\/span>Trying to parse out pocket.watch\u2019s re<\/span>lationship to creators and its particular role in\u00a0<\/span><\/span>kids-oriented media\u2014which Williams described\u00a0<\/span><\/span>as \u201ca network with distribution, an ad agency,\u00a0<\/span><\/span>and a consumer products group\u201d\u2014and where the\u00a0<\/span><\/span>industry appeared to be moving from Williams\u2019\u00a0<\/span><\/span>unique vantage point, Fore-Siglin asked a ques<\/span>tion that cut right to the heart of<\/span>\u00a0<\/span><\/span>how profound<\/span>ly the relationship between social and scrolling\u00a0<\/span><\/span>platforms to the streaming establishment has changed in recent years: \u201cSo if<\/span>\u00a0<\/span><\/span>you look at so<\/span>cial media\u2014let\u2019s say, generic platforms like You<\/span>Tube\u2014is that sort of<\/span>\u00a0<\/span><\/span>a farm team where you can\u00a0<\/span><\/span>say, \u2018Here\u2019s somebody who\u2019s got some traction.\u00a0<\/span><\/span>We can then help take them to the next level?\u2019 \u201d<\/span><\/p>\n

\u201cWell, sometimes it\u2019s a little hard to tell which\u00a0<\/span><\/span>is the farm and which is the next level,\u201d<\/span>\u00a0<\/span><\/span>Williams quipped.<\/span><\/p>\n

Ben Relles<\/a>, who runs content strategy at Reid\u00a0<\/span><\/span>Hoffman and spent 11 years at YouTube in vari<\/span>ous roles, including head of<\/span>\u00a0<\/span><\/span>content strategy for
<\/span>YouTube Next Lab and head of<\/span>\u00a0<\/span><\/span>innovation for YouTube Originals, gave a fascinating talk on\u00a0<\/span><\/a><\/span>the first day of<\/span>\u00a0<\/span><\/span><\/a>the show titled \u201cCreators Are Redefining Media\u201d<\/a> that revealed much of<\/span>\u00a0<\/span><\/span>how the<\/span>\u00a0<\/span><\/span>landscape has changed and effectively obliterated the line between the farm system and the\u00a0<\/span><\/span>presumptive big leagues. \u201cYou\u2019re seeing some\u00a0<\/span><\/span>creators blowing up their channels and becom<\/span>ing massive media companies,\u201d he said, \u201cbut\u00a0<\/span><\/span>you\u2019re\u00a0<\/span><\/span>also seeing this mid-tail of<\/span>\u00a0<\/span><\/span>creators and\u00a0<\/span><\/span>more and more channels that are \u2026 building communities where they feel like they have a\u00a0<\/span><\/span>real chance to make this their career because they have that loyal audience that comes back.\u201d<\/span><\/p>\n

Getting a seat at streaming\u2019s big kids\u2019 table\u00a0<\/span><\/span>isn\u2019t even on creators\u2019 vision board necessarily,\u00a0<\/span><\/span>nor is it essential to monetize their shows or\u00a0<\/span><\/span>establish legitimacy with the brands that make\u00a0<\/span><\/span>them profitable. \u201cAlthough brand deals aren\u2019t the\u00a0<\/span><\/span>only money coming in, it is also still as robust a brand market right now for creators as there\u2019s ever been,\u201d said Relles.<\/span><\/p>\n

Relles pointed to a headline from\u00a0<\/span><\/span>The Ankler<\/em>\u00a0<\/span>heralding Cannes Lions 2025 as a \u201ctipping point\u201d\u00a0<\/span><\/span><\/a>for the creator economy<\/a>, as brands are spending $185 billion on creator content.<\/span>\u00a0<\/span><\/span>The biggest change, Relles argued, is not so much in how\u00a0<\/span><\/span>brands view creators as how creators view them<\/span>selves. \u201cEven though this has been a conversation since I first started a channel\u2014How will creators\u00a0<\/span><\/span>make a living?\u2014over the last year or two, more creators are thinking of<\/span>\u00a0<\/span><\/span>themselves not just as creatives, but as entrepreneurs as well.\u201d<\/span><\/p>\n

Relles touched on the other key driver of<\/span>\u00a0<\/span><\/span>the new creator economy: the new economics of<\/span>\u00a0<\/span><\/span>content creation taking shape in the era of<\/span>\u00a0<\/span><\/span>AI tools that both streamline and augment various aspects of<\/span>\u00a0<\/span><\/span>the production process. \u201cAI is democratizing production value, and it\u2019s making it possible to do things that individual creators couldn\u2019t\u00a0<\/span><\/span>do before. \u2026<\/span>\u00a0<\/span><\/span>After a lot of<\/span>\u00a0<\/span><\/span>time in the creator economy, I love [seeing] how much creativity is\u00a0<\/span><\/span>in this AI community right now, because it\u2019s less\u00a0<\/span><\/span>about views and monetization and more about\u00a0<\/span><\/span>what\u2019s the next creative thing we can do. It\u2019s exciting to think about.\u201d<\/span><\/p>\n<\/div>\n

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One of\u00a0the overarching themes of\u00a0Streaming Media 2025, which took place October 6\u20138 in Santa Monica, Calif., was the rise of\u00a0the creator economy. Discussions centered around the changing economics of\u00a0content creation, delivery, distribution, and curation\u00a0(with AI playing an ever-larger role in leveling\u00a0the playing\u00a0field to varying degrees at all stages);\u00a0evolving business models for creators looking to leverage […]<\/p>","protected":false},"author":1,"featured_media":4673,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-4672","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/4672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=4672"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/4672\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/4673"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=4672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=4672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=4672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}