Amazon is launching dedicated Creator Hub to Fire TV this summer, creating a new section for videos and podcasts from digital creators to expand beyond social media and into connected TV.
The feature was announced on Monday morning during Cannes Lions aboard Amazon’s swanky yacht.
More than 120 creators are already available on Fire TV, where users can watch new videos from the likes of Dude Perfect, Jordan Matter, and Ben Azelart on the same day they go live on YouTube. The new hub, unveiled by Charlotte Maines, Amazon’s VP of devices content and advertising, will now give that programming – including the latest content from MrBeast, Topper Guild, Celine Dept and 5-Minute Crafts.– more visibility inside the Fire TV interface. Amazon expects to hit 200 Creators in July and over 500 by next year, the company said at Cannes Lions.
Maines told Variety that the launch reflects the company’s attempt to address a discovery issue tied to the rising volume of creator content. As such, Amazon will be adding features allowing users to select their favorite creators so their videos surface more prominently.
“Part of my job is waking up every morning and seeing what customers are doing on our devices — what kind of content matters to them, what they’re engaging with — and that informs the product choices and experiences we ultimately build for those customers,” Maines said. “Creator content couldn’t be more important to customers these days. And there’s just more and more of it. While that’s awesome, it also means it’s harder and harder to find the content you want, and harder and harder for creators to get in front of customers who might want to see their content.”
