# Creator content migration to television and CTV > Live situation record from CLSTR: https://clstr.news/situations/creator-content-migration-to-television-and-ctv > Updated: 2026-09-30T00:00:00.000Z. Sources: 4. Developments: 2. Media executives and companies are identifying a significant trend where content creators are migrating toward television and connected TV (CTV) environments. Spotter has advocated for the inclusion of ‘Creator TV’—defined as aggregated, episodic content lasting 22 minutes or longer—in advertising upfronts. The company notes that while brands are interested in shifting budgets toward this content, they currently lack the data intelligence to validate audience attention. Spotter reports that 52% of its network's 136 billion annual U.S. views occur on CTV. Following this, Universal Ads/Comcast executives observed that creators are increasingly developing the production quality and storytelling capabilities required to compete for television audiences and advertising budgets. Industry experts caution that brands must adopt a new creative mindset when moving creator-led campaigns to the big screen, as the deliberate, full-screen engagement of television requires a different approach than mobile-first social media strategies. Additionally, research suggests television provides a ‘halo effect,’ with brand recall being 8.7 times higher when search advertising runs alongside television compared to search alone. ## Timeline ### 2026-09-30: Universal Ads highlights creator migration to television Creators are expanding into television, requiring brands to adapt social-first strategies for the big screen. Meanwhile, TV continues to drive demand by boosting the effectiveness of digital performance media. 2 sources. https://clstr.news/cluster/universal-ads-highlights-creator-migration-to-television ### 2026-09-23: Spotter promotes Creator TV as a new advertising frontier Spotter promotes ‘Creator TV’ as a data-driven advertising opportunity for connected TVs, while media experts suggest brands adopt flexible planning to navigate fragmented consumer journeys. 3 sources. https://clstr.news/cluster/spotter-promotes-creator-tv-as-a-new-advertising-frontier --- Cite as: Creator content migration to television and CTV. CLSTR, https://clstr.news/situations/creator-content-migration-to-television-and-ctv