Platforms for Growth; TikTok, Snapchat & Twitch | TellyCast Digital Content Forum

An exclusive look into the latest developments and opportunities on TikTok, Twitch, and Snapchat with this  panel discussion from the TellyCast Digital Content Forum, recorded live at BFI Southbank on 7 November 2024. 

Moderated by Deadline's Stewart Clarke and featuring Ed Lindeman from TikTok, Josh Bloom from Twitch, and Lucy Luke from Snapchat, this session dives into how these platforms are evolving and the strategies media publishers and creators can use to succeed in the digital landscape.

From monetisation strategies to integrating legacy content and navigating cultural moments, this panel is a must-watch for creators, brands, and media professionals looking to thrive on these platforms.

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Transcript

Platforms For Growth Up Close With Snap, TikTok & Twitch

Stewart Clarke: [00:00:00] Hello, everyone. Let's check that's working. Um, thanks, Justin. Great event again. Well done. Um, and yeah, I'm from deadline and traditionally where we cover the film and TV business. That's kind of what we do. One of the top websites in the world in that respect, but increasingly because driven by our readership and how content is made, distributed, created, et cetera.

We're writing about the people who are on stage today. This really is just an absolutely fantastic, fantastic lineup. We've only got, I've been told, 29 minutes, not even 30. So I'm going to go really fast. So I'm sorry if I'm talking fast, but I've also just had two coffees, but I'm gonna try and get as much in as possible.

I think the interesting thing is that if my questions aren't up to scratch, please get involved because I can see questions coming through here. So, you know, ask your questions and I'll get them. So I'm gonna do quick introductions, spend a bit of time with each person. Then have a group conversation [00:01:00] and then your questions feed in as well.

So there's there's a lot to try and cram into what is now 28 minutes. So I'm gonna go. It's your I'm gonna come to you first because you're next to me. In fact, I'm gonna introduce everyone. Then I'm gonna come to you guys. Ed Ed Lindemann joins us from TikTok head of publisher partnerships and operations.

UK think that's right. As of today, Josh, Josh Bloom next from Twitch now senior program manager, Josh, I believe. And At the end, we have Lucy Luke from Snapchat, UK, Head of Partnerships, and I believe there's content sometimes on different days in terms of your job title, but we'll stick with partnerships today.

Um, Ed, now, now you're, you're something of a veteran at this event. It's a new event, which means you've been, you were here last year, I think. Yeah. Uh, I mean, when we think about, when we think about the platform, just bring us up to speed with 12 months, a lot happens in any 12 months, a lot happens in any week, but I think particularly in the world in which you live, Things move fast.

Tell us about the developments at a platform level. What's changed in the past 12 months for [00:02:00] you? 

Edward Lindeman: Um, so I would say probably the trends that we've seen over the last few years in terms of our product and our business, um, are worth sort of like reiterating. So, um, I still think there's this kind of, um, preconception that TikTok is an app for teenagers.

Um, we're actually seeing the average age of the platform continuing to increase now, really. It's up to like late twenties. Um, and then we're also sort of seeing the product really develop and diversify as well. So, um, yes, short video is kind of still the core of what any sort of experience on Tiktok is likely to be, but we're also building product features that kind of Rich in that sort of onward journey.

So after you discover something really interesting in a video, you can go on to sort of engage with that. And probably the most high profile product that we've launched in that space is ticked off shop. And that's like our native e commerce feature. 

Stewart Clarke: And if you're thinking for those, uh, I guess the world I'm from of, you know, [00:03:00] traditional media for those traditional media brands, media publishers.

they, they might, the, the, the big entities that you are working with might have 30, 40 more different TikTok accounts. How do you, as the partnership person, how do you help them make that kind of cohesive? Or, or does it not need to be? Is it kind of piece by piece activation? By activation? So, 

Edward Lindeman: yeah, so we work with our, our publisher portfolio in the uk.

We work quite, quite closely or provide like high touch support to about 400 publisher accounts. So in entertainment, we work with all the major broadcasters here and then sport, all the kind of the big names, Premier League, Wimbledon, all the football clubs. We also work closely with news lifestyle as well.

So, you know, our goal in working with those partners is to really enable them to use the platform as effectively as possible. What does that mean? Well, really, it's just making sure that their content output, i. e. the videos that they post on the app are as of high quality, Content is possible. Um, but also kind of maximizing the cadence of the amount of content they're putting on the [00:04:00] platform.

And then once we kind of established that sort of core base will then actually take a step back and often look at how we can support their wider businesses, whether it's something to do with talent or charity initiatives or e commerce, depending really on like the nature of their business and what they're focused on.

So then let's move 

Stewart Clarke: that into reality. What would be good examples? Let's think of recent examples of Of that working. Well, that's kind of to make it go from sort of theory to practice. 

Edward Lindeman: So I guess probably in the entertainment or TV space. Um, a project we worked on this year with BBC and BBC Studios was a program called Creator Lab, where we basically help the BBC to identify 100 emerging TikTok talent.

So people who have built their personal brand by using TikTok by creating short videos. Um, and those individuals have an appetite or an ambition to break into broadcast, right? Um, and so we've seen that they've got some of like the natural gifts and the ambition to [00:05:00] move into broadcast. Um, and then we worked with the BBC to run, uh, five workshops around the UK.

Um, each with 20 creators who basically learned like the core skills that they would need to sort of start that transition to broadcast. Moving from being just a digital creator to a kind of like digital creator that can also work in broadcasting traditional media. 

Stewart Clarke: I think there's something interesting there, and there's something for everyone in fact.

Maybe we come back to it at the end, is that actually that creators who are finding enormous success, maybe able to monetize that success as well, still often do want to exist in the more, for want of a better word, mainstream traditional space as well. Is that your, is that your experience? I don't think.

Edward Lindeman: Every creator wants to be on TV. Um, I think from a platform perspective, uh, TikTok, actually all the platforms really are looking at how they can help creators to monetize through the platforms themselves. So for us, that's things like TikTok shop, uh, live revenue and a [00:06:00] number of other sources of income.

Um, but yeah, for those who want to kind of break into a TV, whether that's presenting, acting, whatever it might be. Um, and. You know, take those opportunities, uh, build, uh, an income stream that way, whether it's freelance or even full time, um, we really want to support them with that transition because for us as a platform, it then kind of tells the story that if you start out as a creator on TikTok, You can be the next, like, Amelia Dimmes and become, like, the next presenter at the, uh, the Oscars red carpet.

That's a good 

Stewart Clarke: view. All boats rise, essentially. Absolutely. I think there's always, um, there's always, very naturally, you know, I'm a journalist, so I buy into this. There's always fascination with the new, with novel. But I wonder, to what extent, is there a story that doesn't get told around, perhaps, people who own, content owners around legacy content, around older titles.

Now, they can be Brought to tick tock. 

Edward Lindeman: Yeah, I would say so. I think on the publisher side. Um, we're starting to see publishers lean in more and more [00:07:00] and looking at their archive content and kind of figuring out whether there's a business case for that archive content to exist on on tick tock. And I think the other the other really interesting development we're seeing with with entertainment.

Um, in that kind of vertical is what I would describe as fan content, right? So Thank you. If you look at a particular IP, let's take, for example, in the UK, um, one of my favorite shows, The Traitors, um, the BBC and the BBC's, uh, TikTok accounts will output a lot of content around the Traitors, right? So lots of different clips across their number of different TikTok accounts.

But actually, it's the user generated content that can really kind of make a movement or make a sort of a viral feeling within a platform when people at home are creating content around those like particular titles. So I think for the traitors, um, I looked in app. I think there's 13, 500 videos that have been made with the hashtag trade.

The traitors. That number actually doesn't seem that massive in the grand scheme of [00:08:00] social social media and the platforms. But actually, when you think that some of those videos might be achieving. Hundreds, thousands, tens of thousands, in some case millions of video views that actually can deliver like a huge amount of reach that actually the media owners themselves can't achieve just by managing social accounts.

So I think that space is something that we're looking at and I'm really trying to, um, trying to encourage creators to create more content around those IPs that they love. 

Stewart Clarke: And so how does a smart media owner publisher then work with creators? Because it's interesting you mentioned I guess there are instances of whether it's providing, you know, behind the scenes access or levels of access or perhaps some IP, you know, there are creative things that could be done to 

Edward Lindeman: Yeah, I think from the kind of the initiation, the very early stages of when you're sort of building a new IP or an existing IP, you know, we'll have producers, um, casting directors come to us and say, Look, we're looking for, uh, [00:09:00] The next talent.

Who do you think that creative could be that could feature in our show? So we can provide that kind of support. Um, and then kind of as you get closer to TX, it's looking at, okay, what are the opportunities that we have to really, like, make some bars around this show? And also wants the initial kind of TX is taking place.

Um, so Kind of knitting creators into those marketing strategies, I think is really important. And we're seeing the, um, the I. P. Owners and particularly we've noticed, um, major like film studios in the U. S. Like, really, really leaning into that process, especially around those red carpet moments, which are now becoming incredibly, incredibly viral on social platforms.

Thanks, 

Stewart Clarke: Ed. Um, just the clock is ticking over to you. Um, I mean, I think, I think switch. I think we have to start It's synonymous with lots of, doing lots of very cool stuff. It's synonymous with live, but also doing lots of very cool stuff around gaming. But I think that's, that's not the full story, is it? I think there's a much bigger [00:10:00] story to tell around Twitch.

Yeah, 

Josh Bloom: it is and it isn't, right? Gaming will always be a very large part of what we do. It's our history, it's where we've come from. But I think one of the most fascinating things about Twitch is that if there is an audience and a community there to watch something, It exists on Twitch, whether that's music, sport, gaming, arts, you name it, it does exist on Twitch.

And it's interesting, our most popular category, and has been for some time now, is called Just Chatting. And it's basically this, people with a webcam right in front of them chatting to their chat running down the side of the screen, not depending on any sort of visual stimulus. And I think that's a wonderful thing.

If you ever get the chance, if you haven't been on Twitch or seen Twitch, I would encourage you just to spend five, 10 minutes jumping into Just Chatting category, big or small. And seeing the really fascinating relationship the creator has with their chat. 

Stewart Clarke: So it's, it's building communities around particular passions could be niche, but you can aggregate those niches.

Josh Bloom: Oh yeah. I mean the example that I always tell is there's a, there's a creator called pen addict. He's obsessed with pens [00:11:00] and he reviews pens, like how they, how they feel, like how they drag on the page. And like I've been influenced by him. I bought a pen. And now Ryman email me every month asking for one more pens.

I don't, I'm good. Ryman, if you're watching, but like, it's, it's just a fascinating example to show that if there is people who are passionate about something exists and pen addicts is probably one of the best examples of that. But equally like we had Talia Mahal recently, who's a musician, a musician. Um, and she was, she is a musician and, um, but also a big gamer and was, you know, brought and works with makeup brands as well.

Sort of bringing all of her passions into her streams. 

Stewart Clarke: I think Talia Mar's a good example because in terms of thinking about how creators can work with brands and how you can be part of that story, I think she's got an interesting story to tell. Yeah, absolutely. I 

Josh Bloom: think the thing that Talia, we had Talia in our offices a few weeks ago and she was saying the really interesting thing about a brand integration to Twitch is because it's live.

Sometimes when you, we've all seen a brand integration to a creator that's not quite right and maybe you think, oh they're hiding behind the edit, they've taken several goes to [00:12:00] get that, they just don't gel. You can't hide that in a live. When, when the brand and the message and the creative don't mix in a live, it's very obvious to spot.

So when you do get a brand who want to incorporate with a creator live, it works wonderfully well. It fits really well into their natural narrative, their interests, their passions. And Fatali Ma, I think it was a makeup brand and, you know, she was talking really passionately about she buys it anyway. She, you know, this is the look she's going for that day.

And you can see the chat. This is, you know, these were not, the chat was really engaged with that. Oh, how would you go about doing this, that or the other? Not a makeup expert, so I'm going to go on somewhat sketchy ground here. But there was genuine interest and passion with what she was doing with that brand, which wasn't, wasn't, wasn't caged.

It wasn't hiding behind an edit. It was very real, very authentic. 

Stewart Clarke: I think sometimes people like to be able to fix things in the edit. Yes. But, um, yeah, there we go. But I guess what I hit there is that perhaps there is a kind of, uh, Authentic connection when you get it, right? It's probably we're on. It's harder to pull off though.

Is that fair? 

Josh Bloom: Yeah, very it's very it's very powerful You're [00:13:00] right It is and if you look at that brilliant funnel that matter did in their keynote like it's for the most engaged viewers like it Is the numbers on twitch are not going to be the same as a vault because it's you're asking people to come and spend Hours sometimes watching a live stream and what you get is a very very Committed audience who want to spend time with that with that creator.

Stewart Clarke: Well, I think something interesting about twitch is actually the Usage times are high right now tens of minutes Whatever the actual number is Is there also do you see an opportunity for actually shorter form and short connections? Yeah, we've 

Josh Bloom: tried to embrace that as well. Twitch will always be a home of long form content.

As you said, our average watch time is quite long compared to the other platforms, but we acknowledge as well that sometimes not viewers don't have an hour, half an hour to spend. Um, on a stream. So, which we redesigned our mobile app this year to try and sort of cater to those, um, shorter sessions. And that's a bit more clip discovery, a bit more sort of more of a feed experience, maybe more akin to [00:14:00] TikTok.

Um, and we've also tried to, um, make it easier for people to export clips, uh, from their streams to other platforms like TikTok as well. 'cause we have like, I think, you know, you were saying really well, Twitch is procreator. We acknowledge that all creators live in an ecosystem. We're trying to help creators.

Branch out to whatever they want to do next, 

Stewart Clarke: and that's interesting. That's one way in which the platform, you know, the service you offer has has developed. What else are you also doing? Interesting things around chat. Yeah, so this was 

Josh Bloom: another one again. One of the interesting things we're looking at is how do you collaborate with other people and try to bring them together?

And one of the things that we had previously was if you're bringing somebody who is also streaming live together in a joint broadcast, your chat would be left on your own individual channels. So what we've done is introduce something called shared chat. So if you say you're watching my channel while I'm streaming with you, Ed, is that we will have, you can see both of our chats combined in the same chat together.

So it's a great way of not missing out on what's being said on the other person's chat, despite the fact you might be watching a joint stream online. 

Stewart Clarke: And when we were [00:15:00] chatting ahead of time, Josh, you were saying, your sense is that there's a new generation of streamers. So, so close in who, who should we, who should we look out for and how is this new, new gen operating, doing things differently?

Josh Bloom: I think the really interesting thing is it's a mix of, um, changing tech as well. I think the, the rise of what we would call IRL streamers, so people just wondering around what in television terms doing walkie talkies. It's like just doing, doing this and wandering around is really rising. And I'd say even five years ago that just wasn't possible.

The, um, the mobile internet connection just wasn't strong enough for it. And if you wanted to do it, you had to have a giant streaming backpack on, which obviously still exists for those people who take it very seriously. But I think that generation of people who just whip their phones out of their pockets to go live, to wander around, to share their experiences of what they're seeing and doing is increasingly becoming more and more popular.

And I think we'll see more of that as sort of, um, Internet speeds increase. 

Stewart Clarke: Lucy. 

Lucy Luke: Hi. 

Stewart Clarke: Last, but absolutely not least, and I think I think this might even be your [00:16:00] third time here. So that really does make you a veteran status in terms of this event. But tell us, last 12 months in, so between last year and this year, tell us for a start how, you know, the platform service has evolved.

What's new there for you? What's changed? Yeah, 

Lucy Luke: we've had a busy year, um, as everyone has. But, um, More and more people are watching content on snap. So I'm gonna throw a number out there where, you know, total watch time is up 25 percent year on year. And I think Part of that. So last year I talked about the rise of creators on the platform is a lot of other platforms have been talking about and we affectionately called them the snap stars.

There are verified creators and they have contributed to a 55 percent increase in total watch time. And it's 

Stewart Clarke: what is this? Tell me snap star. Just just briefly. 

Lucy Luke: Snap star. Okay. So you could be a snap star. It's well, I will, well, we'll, we'll onboard you afterwards. Um, but yeah, they are creators who are uploading on a daily basis to public stories.

You know, they [00:17:00] are, some of them are posting a hundred a day of photos and videos, but it's, It's behind the scenes. It's kind of everyday authentic updates of what they're going through in their daily lives. And, uh, you know, public stories, they are seeing lots of reach because, you know, we distribute stories, you know, in that way.

Um, but also they can monetize them. So an example of a snap star, I seem to be working with a lot of farmers at the moment, but I have one called Farmer Will. Uh, he was a Love Island contestant, um, and he joined the platform about eight months. Ago, and he is posting, you know, 15 hours a day, not four 15 hours, just to be clear, just within a 15 hour day during lambing season.

Um, and he's just, you know, photos, videos, talking to the camera about the day in the life of being a farmer. And what he describes it is, I don't have to overthink it. I can just post. it's not just in the moment, and my community there supporting me through this process, but also they're really interested in, you know, [00:18:00] how do I become a farmer?

Or you might meet a veterinarian who can give him some tips and tricks. So you know that's one example of, of, of what I'm working with, but it's that kind of everyday sort of, day in the life you get to see 

Stewart Clarke: through your SNAPs. Are there lessons that can be learned from the growth of Snapshot? What can we glean from that success and apply it to business?

So 

Lucy Luke: I think the last couple of years I've been talking a lot about sort of episodic show content that a lot of our publishers are still doing and that's reaching great audiences. But I would encourage our broadcasters to also lean into that public story format as well. That kind of, Daily behind the scenes, um, content.

So, uh, I was talking to ITV yesterday about this morning, which most of you know, is a, is a sort of morning, uh, daily show and that's doing, that's doing great on snap, you know, there's a real community that come to watch the highlights from that, that day or that week, but also national treasure. Alison Hammond is [00:19:00] a snap star and she's posting as her, you know, behind the scenes on set, she's bantering with Dermot, she's grabbing someone to have a quick chat with this.

So that connection, that extra engagement that you can get for a TV format like that is really helpful when you use your talent or leverage them. 

Stewart Clarke: And given the speed at which things move, is there for the media publishers, IP owners as well, is there, you know, is there now a kind of a best practice? Is there, do you kind of sit down with them?

Or is it just is it just too fluid? Is it possible to kind of even go there? 

Lucy Luke: They're all very good at what they do on snap, I have to say. But, um, some tips I've been sharing this year is again with shorter form video, which does really well on spotlight, which is our kind of short form entertainment platform is think about that first second.

Um, you know, you are competing against even more than ever. You know, you are competing against the snap stars. I just talked about the thousands that we've on boarded recently. Um, you know, [00:20:00] general people like you and I. So you just need to think of that first second to engage them, but I also wanted to call out other partners who are sort of using other areas of the app as well.

So, uh, we all went through some cultural moments this year with the Olympics and the Paralympics and, um, Channel four this year, Worked with us on an AR filter, on an AR lens, sorry. And you were able to, you know, engage even further with the Paralympics. So, you could have opened up the camera and been an Olympic archer.

Stuart, you could have done that through the camera. Competed with other people, got a medal, it was excellent. But for Channel 4, you know, it's another way of engaging with their audiences, so. Yeah, 

Stewart Clarke: thank you. Um, just to broaden it to bring everyone back in. I mean, you mentioned Lucy, you talk about cultural moments, uh, withholding personal judgment.

I think this this week we're witnessing a very large cultural moment. And it does. My question, I guess, for everyone is in terms of news, which can be contentious [00:21:00] and brings with it challenges as well. You know, what's your what's your entry point? What's your strategy and thinking? And And and again, just because you're next to me, I'm gonna come to you first and I understand this.

Edward Lindeman: Sure. Um, yeah. So I think everyone's probably quite aware that young people are consuming more news through social platforms. TikTok is definitely one of those. So, um, yeah, we're seeing news publishers in the UK. For incredibly well driving huge video views both here in the UK, but also that content, because it's such high quality journalism and and in the English language travels really, really well overseas as well.

So as a platform, we're trying to provide again, like really high touch kind of partner support to, um, to those publishers. And then I think Longer term, we're looking at trying to understand how news will sit and exist on on on tick top on kind of what that means for the our ecosystem. Um, and also our user experiences as well, 

Stewart Clarke: [00:22:00] and you know that it's incumbent upon me to ask this question as well, because I think your platform is perhaps the most scrutinized is at the center of like big news stories, notably in the US and North America full stop at the moment, So I think there are there are questions around Security.

Now, when you're in kind of partnership mode, people must come to you with concerns. You must have to have that conversation. How do you how do you lay them? How do you address that? 

Edward Lindeman: Yeah, I think, um, you know, we we welcome questions from our partners and kind of externally. Um, because I don't think we have as a business really anything to hide.

I think, um, I'm not deeply involved in the discussions with the U. S. government, but, um, as a platform, obviously, um, but as a platform, you know, we, uh, comply with all the, the laws, uh, and regulations in the markets that we exist in, um, and I think our, our CEO shows the kind of really public face of our, our business.

Uh, both on Tiktok, but also, [00:23:00] um, kind of more more generally, um, says that, yeah, we're gonna fight any like perspective bands because we really want to continue to provide a great product and experience the hundreds of millions of users in in the U. S. Around 

Stewart Clarke: the world and Josh and Lucy. Tell us. Tell us about where news fits into what you do.

Josh Bloom: I think for us, it's about again. It comes back to community. Um, people come to you. Creators they know to share a common experience with them. Uh, and the really interesting thing is that for every creator who has a different opinion or a different view on the world, they will gather an audience to chat about it.

And okay, for a lot of people, this will be a very difficult week. And I've heard the phrase group therapy come up a lot this week in those communities where they want us to be together and talk about next steps. So. Reassure each other, and obviously those are maybe a bit happier how this week went, of course, as well.

Um, but I think that's, that's the thing with Twitch. There [00:24:00] is, if you, every creator has a slightly different view of the world, and ends up gathering people who want to hear that opinion of the world, and chat together about it. And often, when we TwitchCon, a lot of, I know a lot of friendships have actually started off in the chats of some of the popular creators, and they've actually, That's offline and become deep friends, and that's that sort of shared experiences becoming increasingly common on switch 

Stewart Clarke: and Lucy.

How about you read this news fit into the picture? 

Lucy Luke: Very, very important. Our Snapchatters want to feel informed. Obviously. So you know that we have this sort of, you know, Harder news. The kind of updates the need to know is the information there through our traditional news publishers, but also increasingly their journalists are coming on board as individuals and a snap stars and giving our audiences that access of, you know, being at the polling station or reporting live.

Um, you know, obviously not through my product, but updating [00:25:00] stories and then civic engagement as well. And we have examples. We work with the BBC this year ahead of the UK election to make sure that through an AR filter again, you could open this up and get information about how do you vote? What do you need to bring?

Um, how do you sign up ahead of voter registration day? And we're seeing really good numbers coming through with with, you know, people using that and, um, and then registering. 

Stewart Clarke: I'm very mindful that the clock is ticking. Uh, so what I want to do is just quickly ask each of you if we've kind of done what the last 12 months, it looked like, just, just look ahead how your platforms change in the next 12 months.

But if I can ask you to try and do that in 60 seconds, starting now, Lucy. 

Lucy Luke: Spectacles fifth generation launched. They're amazing. Uh, they're in the developer community now. But look ahead for that new ad ad products coming our way more to come on that, and we are testing a new streamlined version of the app with [00:26:00] more announcement to come in a few weeks, 

Stewart Clarke: which is simple.

I have read about that. 

Lucy Luke: It's going to be very efficient, and we are testing, so we'll come back to you. 

Stewart Clarke: Okay, just under a minute. Josh, 

Josh Bloom: I think we're increasingly look to, um, make it easier to clip things and twitch streams and put them into other social networks. We acknowledge that people are often discovered off sites.

We're trying to make that journey as seamless as possible. If there's a great moment in your stream, you want to share with the wider audience will be discovered on platforms like tick tock or Snapchat. We want to make that happen much easier. Uh, the mobile app will continue to develop and evolve, trying to make it easier to find people in those shorter sessions.

Yeah, I think those are the two, the two main things 

Stewart Clarke: to second over. Not bad. Um, Ed. 

Edward Lindeman: Okay. Um, in the entertainment space, I would say growth of fan content. So, uh, User generated content from private individuals celebrating the IP and the titles that they love products wise. I would say discovery of [00:27:00] experiences, products in in short video that can then have like an actionable onward journey and probably the most prominent of those 

Stewart Clarke: will be tickled shop.

Super now that gives us this. This is gonna be quick fire. I'm gonna read out the questions we've got and I'm gonna get through as many as we can. Um, What is the commercial model for IP owners when creators use other people's IP? i. e. should they use something from traders to create their own content and that goes viral?

Who, who gets paid 

Edward Lindeman: to anyone? Good question. I'll take it because I mentioned the, the traders. So, um, we work with IP owners, uh, to ensure that they can, like, enforce, uh, IP ownership, uh, through the platform. So, we have a tool called, uh, called Called media match which enables them to identify when there's IP infringement and remove it And then we also have quite kind of strict IP policies to make sure that anyone who's infringing Regularly is getting that content or account removed [00:28:00] More kind of broadly we're looking at you know where that value is created for the IP owner Whether that looks like monetization or if it's like kind of top of funnel exposure So I don't have a perfect answer to that unfortunately 

Stewart Clarke: An answer, nonetheless, um, how does snap make money for a snap star?

Lucy asks anonymous. 

Lucy Luke: Ooh. Um, so if you meet some criteria, um, then you are eligible to join our stories revenue share program. And this is when adverts appear within your public stories is kind of an institutional. Uh, and then we pay our snap stars that way. 

Stewart Clarke: Thank you. Scene TV mentioned 100K per video stream on snap and 19 CPMs.

Is it still possible to achieve that for new companies? 

Lucy Luke: Absolutely. I'm sure it is. You keep [00:29:00] posting, following our best practices, be consistent. But if you don't, if you are not a partner at the moment to post to our Discover shows, you You're not able to do that right now. We're very much focusing on stories and spotlights.

Stewart Clarke: Josh, one for you. How can IP owners best work with Twitch creators, especially in terms of bringing catalog content to a Twitch audience? 

Josh Bloom: Uh, depends what your view is on the, on how freely you want to distribute the IP. Um, one of our most popular sort of formats is reacting to content. If you want to offer that content, um, license free to a large creator, they react to it on stream.

It's a great way of, um, reaching new audiences. So it largely depends on the, the licenses available at the time, but reacting generally is a very strong format we have. 

Stewart Clarke: Thank you. Uh, two. I'm gonna, two questions here that I think may be in the same area. News-wise, uh, it feels like there is a danger of creating defined echo chambers.

How [00:30:00] can platforms ensure that viewers are given a range of viewpoints? And then I feel that this is, uh, the natural corollary here. How do you, how can you manage the negative aspects that might occur on different social media platforms for anyone? Or I can pick on someone, but I'd rather not. 

Josh Bloom: I mean, going again.

No, you go for it. I mean, we have, we have very clear terms of service on our site and our community guidelines to make sure that the language and sort of things that we have on twitch are to an agreed standard. We don't and obviously the echo chamber problem you speak of is real, but equally on twitch.

It's more about your general interest and we know that people tend to land on twitch to watch a specific person more often than not as they enter the site. So it's more. Linking with someone you already have a relationship with as you enter the site typically is our use case. 

Stewart Clarke: Thank you. Um, and Justin did ask me to finish on time.

Uh, [00:31:00] I'm sorry, Justin, I'm going to ignore that to ask one more question. Um, he's big though, so don't. Um, what, what is the reasoning? I think this is a good question, speaks to some of the conversation earlier. What is the reasoning behind platforms Lessening human partner support, partner support for media publishers and perhaps prioritizing support for creators is the more support is is the resource being pushed more to create a support than media pub support.

Perhaps is that a strategic thing that is happening? 

Edward Lindeman: That's not happening at TikTok. Um, we were leaning more heavily into support. Publishers than we have been previously. I think for TikTok, we grew as a creator first platform. Um, but we know just like how important and how valuable, uh, publisher content is.

So, um, from a kind of big picture perspective, we're really leaning into publishers. Yeah, but I'm [00:32:00] not, I'm not, I'm not gaslighting whoever said that question. I'm just saying from a platform perspective, um, that's like our, our thought process and how we're approaching it. Yeah, 

Lucy Luke: absolutely the same. Um, you know, the media publishers on snap have been on for quite a long time since 2015 and it may feel like we're spending a lot more time with our snap stars, but it's just because it's, it's, it's more new.

Um, so yeah, media publishers are still very important to us and should be supported in the right way. 

Stewart Clarke: Okay, before, before Justin literally makes us leave the stage, um, that was really terrific. Thank you. So it was good to spend a bit of time with each of you to understand kind of what's new, what's coming up, but then kind of break out to a group conversation.

There's so much more that we, there was so much more to talk about. It kind of feels a little bit tip of the iceberg and yet it was fantastic. So thank you so much for getting involved.