We pulled the data on where the next generation actually spends its time — and how brands can show up without being cringe.
Spoiler: it’s live. Short-form wins discovery, but loyalty lives on streams, where viewers spend hours with creators they trust.
“Trust doesn’t scale through impressions. It scales through hours watched.”
Key findings
Small and mid creators punch far above their follower count on engagement. Authenticity beats production value. And the fastest way to get clowned is to copy-paste a TV ad into a stream.
The playbook
Pick creators whose audience overlaps yours, give them creative freedom, and measure on community response — not just reach. Want the full report? Get in touch.