Creators go cross-platform and TV wants in

Creators now master the full release window. Here’s what Big Media can learn from them.

For years, traditional TV looked down on creators, the typical phrase from executives being “It’s just kids with iPhones filming from their bedrooms”.

Now, Big Media and Creator Media are on a collision course. One side has deep pockets, legacy influence and decades of storytelling experience. The other: unfiltered authenticity, a loyal community and an ability to adapt at lightning speed.

The challenge? Building a bridge between the two worlds while protecting what makes creator media so relatable and TV so trusted.

Next week (for MIPCOM 2025), I will interview Justine Ryst (MD YouTube France & Southern Europe), Alexia Laroche-Joubert (CEO Banijay France) and creator SparkDise about their Creator lab initiative (5 creators, 5 Banijay IPs, 5 pilots, 50K€ budget per pilot), a sandbox to test how TV storytelling and creator culture can meet halfway. It will take open minds, bold experiments and a few inevitable misfires to build a space where both worlds thrive.

Speaking of which, Gregg Biwalski, from Webedia Creators, spoke at Streaming Made Easy Live. Here’s what we have learnt:

At a glance:

• One project, four windows, everybody wins

• Co-producing beats managing

• Creators aren’t influencers

• Three generations, three mindsets

• What TV can give back

🎥 Watch Gregg’s fireside chat during Streaming Made Easy Live.

📑 Download the full presentation.

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One project, four windows, everybody wins

Take InoxTag, a 22-year-old French creator who built an audience on Fortnite videos. Last year, he swapped the controller for crampons and decided to climb the Everest. The result: a 2½-hour documentary financed by brands, produced by Webedia.

Beyond the extraordinary achievement of climbing the Everest, let’s dig into the distribution strategy itself: