In recent years, the way we consume television has evolved significantly, and it looks like platforms like YouTube are not just emerging contenders but are reshaping the landscape of entertainment. This transformation has taken on new momentum with the debut of shows like “Shanked,” a golf comedy that encapsulates the humor and dynamics of a country club environment. Released this month, “Shanked” boasts a relatively short runtime of 20 minutes, giving it the feel of familiar low-budget comedies that used to grace the schedules of networks like Comedy Central. But what’s noteworthy is that this show is not available on traditional cable—it’s streaming directly on YouTube, a platform that has increasingly blurred the lines between different forms of media.
In 2025, the central conversation in Hollywood has shifted from whether YouTube can secure a place in the living room to how extensively it can capture the entertainment market. This radical shift is evident as popular creators such as Dhar Mann and Alan Chikin Chow venture into YouTube’s scripted series, a sign that the platform is evolving from short videos into episodic storytelling that rivals traditional television.
While giants like Netflix and Amazon’s Prime Video continue to adapt by incorporating advertising and live sports broadcasts, YouTube has remained on the forefront by emphasizing creator-led content. Ryan Horrigan of London Alley, the production company behind “Shanked,” noted the rising demand for brief episodic comedies that expand on the platform’s capabilities. He recognized a gap in low-budget comedy on television and seized the opportunity to fill it on YouTube.
The creator economy is thriving, with Goldman Sachs projecting a growth to around $480 billion by 2027. Once considered merely a platform for amateur content, YouTube has become the most-watched platform on TVs, surpassing established companies like Netflix and Amazon. As viewer habits shift, so too does the entertainment landscape, with creators increasingly stepping into the role typically reserved for traditional media producers.
Recent data reveals that longer videos—those running 20 minutes or more—accounted for nearly 60% of watch time on YouTube, indicating a growing audience for longer narratives. In contrast, brief videos lasting less than a minute represented less than 14% of viewer engagement. This insight provides a strong argument for creators looking to produce substantial content, while the platform actively supports such endeavors by offering tools that facilitate series development.
Advertisers, recognizing the shifting landscape, are redirecting their focus and budgets toward creator-led content. WPP, a leading advertising agency, recently estimated that creators could earn upwards of $185 billion through brand deals and platform revenue, outpacing traditional TV ad spending. Major brands are transforming their advertising strategies, with Unilever announcing plans to allocate 50% of its ad budget to social media platforms, signifying a remarkable shift toward influencer marketing.
While YouTube’s rise presents challenges to traditional Hollywood studios, it also signifies an opportunity for them to adapt. With studios becoming more strategic about collaboration, successful shows led by creators, such as Amazon’s substantial investment in MrBeast’s “Beast Games,” illustrate that traditional media companies can benefit from leveraging established digital influencers.
Entertainment companies are now more adept at extracting value from creator-led projects, and they are actively courting creators for their ideas. Netflix has recognized the merit of partnerships with popular YouTubers, inviting them to contribute both as on-screen talent and producers. Initiatives from platforms like NBCUniversal’s Peacock and Tubi, with their creator acceleration programs, are further examples of how traditional media is reshaping its approach.
However, the road ahead is not without complications. Creators often prefer YouTube due to its lack of gatekeepers and the control it offers over their content and earnings. This creator-friendly model has led some talents to forgo traditional deals that don’t align with their interests, particularly those that involve relinquishing ownership rights or revenue shares.
Moving forward, we can expect to see the convergence of traditional and creator-led formats. “Shanked” is just the beginning, as there is potential for genres like horror and teen romance to find new life on platforms traditionally known for short-form content. As the entertainment ecosystem continues to evolve, one thing is clear: YouTube is becoming a key player, transforming how we think about television and the type of stories we want to see shared.
As we look to the future, the industry must confront the question: Can Hollywood adapt quickly enough to capture this rapidly changing audience? The intermingling of social media with traditional entertainment offers a fertile ground for innovation, and the balance of passion-driven creator content with high-quality production standards will likely define the next wave of storytelling. Whether you’re a fan of sitcoms or reality shows, it’s evident that your next favorite TV experience might just be a few clicks away, courtesy of platforms like YouTube. With growing audiences and changing advertising metrics, the future of entertainment is not just on the screen but also in the hands of creators.
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