Summary

• Flag Football’s Olympic Gambit: Why the NFL concentrated 160 creators around flag football instead of the main event—building global awareness for a sport heading to the 2028 Olympics while giving creators a safer, more shareable playground.
• The Influencer vs. Creator Divide: Why Kylie Kelce shooting polished NBC content with a film crew isn’t the same as a creator with an iPhone—and how traditional media still doesn’t understand the difference between a “gun for hire” and someone who built their audience through originality.
• YouTube’s Identity Crisis: As YouTube pays out $100 billion to creators while training BBC staff to “make content for YouTube,” the platform faces an existential question—can you become TV without losing the community and interactivity that made you sticky?
• The Measurement Standoff: Why YouTube’s withdrawal from BARB measurement and hidden creator viewership numbers undermine their push for TV ad budgets—you can’t demand traditional media treatment while refusing transparency standards.
• Vertical Video’s Sports Experiment: From High School Musical chopped into scrollable chunks to flag football streamed on Shorts—testing whether live sports can survive in a TikTok-native format or if affinity still requires the big screen.
• The Audio Interruption Revolt: Why ITV’s picture-in-picture Six Nations ads with audio takeover sparked 96% negative reaction—proving fans will tolerate ad innovation, but ripping away the soundtrack of live sport crosses an unforgivable line.

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