Ecommerce to entertainment giant Amazon has taken a stake in Spotter, a digital first platform that helps creators to grow their businesses. Since it launched in 2019, Spotter says it has invested $940 million in building creator businesses, with leading YouTube names like MrBeast among its numerous partners.
The size of Amazon’s investment has not been disclosed, but it’s the latest in a series of moves showing how the centre of gravity is shifting away from traditional to digital media. It comes in the same week that Google-owned YouTube announced that its ad revenue smashed through the $50 billion mark over the last year.
In a press announcement, Amazon MGM Studios head of television Vernon Sanders said the investment will accelerate the big tech giant’s recent push into the creator economy. “Spotter’s track record of empowering creators is exceptional,” said Sanders. “This initiative will give us the opportunity to bring even more compelling content to our global customers, while fostering the growth of today’s most influential creators, by forging new opportunities for them to thrive.”
While it’s early days for the partnership, Amazon has made it clear that it sees potential for Spotter’s work to have an impact across its entire ecosystem. The company already has a relationship with MrBeast and is active across both ecommerce and streaming. It owns Amazon Prime Video, a leader in the financing and distribution of film, drama and live sports; and Twitch, a key player in the esports space. Other media assets including MGM Studios and The Washington Post.
Spotter CEO and founder Aaron DeBevoise said the alliance will enable the platform to “take our mission even further, offering our creators exceptional opportunities to monetise their brand, content, and build lasting connections with audiences. Amazon is forward-thinking in recognising the immense potential of the creator economy.”
Aside from MrBeast, Spotter has worked with the likes of Dude Perfect, Colin & Samir, Deestroying and The Try Guys. Recently the platform launched Spotter Studio, an AI-powered creative tool for YouTube creators that purportedly helps with brainstorming, planning, and research to develop videos.
