The Creator Economy took the spotlight late on Thursday at the fifth edition of Iberseries & Platino Industria in Madrid, Spain. Soraya Castellanos, head of partnerships & programs EMEA at TikTok, Pilar Sánchez Macías, head of top creators and agencies at Google’s YouTube, and Paula Palomino, global director Spanish partnerships, Spain and Spanish-speaking Americas at Amazon’s Twitch, brought digital cred to the event.
Their message to the film, TV and related industries: We are happy to work with you. “We can be a partner,” said Sánchez Macías, according to a simultaneous English translation of her Spanish comments provided by the event. “We won’t replace you.”
Castellanos echoed that, pointing to a recent TikTok activation that helped promote Amazon’s Prime hit The Summer I Turned Pretty. “We had people share if they are Team Jeremiah or Team Conrad,” she explained.
Meanwhile, Palomino highlighted Twitch’s strong gaming roots and how it has grown beyond those. For example, Twitch and Minecraft have frequently collaborated, including in the form of rewards, so-called Twitch Drops, for users watching eligible Minecraft streams on Twitch. That was also the case with A Minecraft Movie, with Twitch Drops offered to viewers of specific livestreams.
Spain is seeing growth in free streaming services usage, a space that sees YouTube as the dominant player. (To that point: The FAST Barometer, a new service from analytics, data, and consulting company GECA, is designed to analyze the performance of free video streamers, whether FAST, AVOD or FVOD.)
Earlier on day 3 of Iberseries, a Skydance Animation Madrid executive provided updates on the business and its movies, Spain’s Pedralonga Estudios unveiled virtual facility Coruña Immersive Studio, and Mexican actor, producer, director Eugenio Derbez (CODA, Radical) discussed his career and the dark sides of AI.
