| If you're finding value in our Creator Economy newsletter, I encourage you to consider subscribing to The Information. It contains exclusive reporting on the most important stories in tech. Save up to $250 on your first year of access. Hello! YouTubers are making more videos with the TV screen in mind. Now YouTube is rewarding them by making it easier for fans to find and watch their favorite videos on connected TVs. Last week, it announced creators will soon be able to organize their content into seasons and episodes on YouTube TV, its paid streaming service that offers live TV and on-demand content. That will also make creator content blend in better with the TV shows and movies also available through the service. It's another sign of the creator economy and traditional entertainment converging. "When you turn on your TV and you go and browse 'Game of Thrones,' you'll be able to do the very same thing for Michelle Khare," said Kurt Wilms, YouTube's senior director of product management for connected TVs, in an interview. Khare is known for her "Challenge Accepted" series on YouTube where she tries her hand at difficult professions, such as marine boot camp or training to be an Olympic figure skater. Growing its viewership and revenue on connected TVs has become a bigger priority within YouTube. In July, YouTube accounted for 10.4% of all the time viewers spent on TV screens, according to Nielsen, more than any other ad-supported or subscription streaming service. While viewers are coming to YouTube TV to watch live sports and movies, they're also watching creator videos and video podcasts. At an AI-heavy event last week, YouTube also announced other TV features, such as immersive content that plays directly from a creator's channel and easier access to links in descriptions. The number of creators making a majority of their YouTube revenue on TV screens is up more than 30% year over year, according to the company, though it didn't say how many creators fell into this category. "Creators are increasingly seeing more and more success on the big screen," Wilms said. He said feedback from viewers and creators has shaped changes YouTube has recently made. For example, NASA engineer-turned-YouTuber Mark Rober told YouTube that much of his audience is watching on TV screens now, so it's weird for him to say in videos that a "link is in the description below" when TV viewers can't access the link. So, YouTube created QR codes to make links more accessible on TVs as a result. YouTube's efforts to get more people to watch on big screens have coincided with the rise of short, vertical videos inspired by TikTok. These skinny videos don't look great on a large, horizontal screen. YouTube has tried to make the experience somewhat better by allowing viewers to use their remote to scroll up and down, similar to how people consume Shorts on a mobile phone. "It's kind of analogous to swiping," Wilms said. "We'll continue to innovate on the experience." Here's what else is going on… See The Information's Creator Economy Database for an exclusive list of private companies and their investors. TikTok announced a year-long partnership with the World Health Organization to promote content around mental wellbeing and address misinformation. As part of the partnership, a network of TikTok creators and healthcare professionals will promote "evidence-based" content on TikTok about mental health. TikTok also announced a $3 million donation to the WHO. Viral Nation, an influencer marketing agency, launched a Digital Creator Guide featuring 70 video lessons on YouTube about becoming a creator and social media best practices. Audius, a decentralized music startup, launched a feature allowing artists to set pricing of their music so fans can pay them directly. The Hollywood Reporter and iHeartRadio are hosting an event on October 10 timed to the news outlet's inaugural "Creators A-List" issue, which ranks top digital talent and explores the power and downsides of this new type of fame. Thank you for reading the Creator Economy Newsletter! I'd love your feedback, ideas and tips: kaya@theinformation.com. If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here: https://www.theinformation.com/newsletters/creator-economy | 
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