Amazon has invested an undisclosed amount in Spotter, a Los Angeles-based startup that specializes in helping content creators scale their YouTube channels.

Alexandra Miller, a representative for Amazon, recently told The Epoch Times via email that the investment is “actually a partnership.” The full terms of the deal have yet to be disclosed, but the partnership will give YouTubers greater access to Amazon’s streaming platforms, such as Prime Video, Twitch, and Amazon Live.

“Spotter’s track record of empowering creators is exceptional in our industry. We are thrilled to join forces to support the creator economy in innovative ways, whether it’s on Prime Video or via our dynamic commerce offerings,” Vernon Sanders, Amazon MGM Studios’ head of television, said in a statement.

“This initiative will give us the opportunity to bring even more compelling content to our global customers, while fostering the growth of today’s most influential creators, by forging new opportunities for them to thrive.”

Founded in 2019, Spotter offers leading YouTubers “the capital, software, knowledge, and community they need to succeed at scale,” according to the company’s website.

As of September, the startup has supported upward of 735 YouTube channels, funneling more than $940 million into its roster of content creators, which includes popular influencers such as The Prince Family, Lizzy Capri, and MrBeast, among others.

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Aaron DeBevoise, founder and CEO of Spotter, conveyed his enthusiasm about the new deal with Amazon, lauding its potential to enhance the digital marketing landscape.

“We are excited to partner with Amazon and take our mission even further, offering our creators exceptional opportunities to monetize their brand, content, and build lasting connections with audiences,” DeBevoise said in a statement.

“Amazon is forward-thinking in recognizing the immense potential of the Creator economy, and together, we’re excited to explore new opportunities to invest in Creators and drive deeper engagement and growth.”

Burgeoning Creator Economy

Social media platforms such as YouTube, Instagram, and TikTok offer users a range of opportunities for content monetization.

YouTube’s CEO, Neal Mohan, said the video-sharing website has doled out more than $70 billion to creators and media brands over the past three years alone.

“The growth of the creator economy has been incredible,” Mohan wrote in a Feb. 6 statement.

“More people created content on YouTube last year than ever before. And we’ve hit a new milestone. Today more than 3 million channels are in the YouTube Partner Program (YPP), which gives creators ways to earn money on YouTube.”

Mohan noted that the company’s influencer program has disbursed more funds than any other creator monetization platform.

“As we move forward, we’ll continue to embrace partnership. We’ll develop entirely new ways of empowering creative expression, managing rights, and driving revenue for our partners,” he said.

In a statement, DeBevoise said Spotter’s personalized software is “so special” because it was developed in partnership with creators.

“Spotter’s mission has always been to empower Creators and provide the resources and opportunities that enable them to thrive. As the industry evolves, so do we, continually adapting to meet the needs of Creators by working directly with them,” DeBevoise said.

“The launch of Spotter Studio furthers our commitment by offering a comprehensive suite of video ideation and performance software that not only streamlines the creative process but also delivers the data-driven insights essential for producing hit content and has been validated by YouTube’s top performers.”