For a long time, if you wanted to create screen content that reached a mass audience, you followed a predictable path.

You made a film or series, found a broadcaster or distributor, released it… and hoped it would find its audience.

Today that equation has flipped.

Audiences now discover stories across YouTube, TikTok, podcasts, newsletters, Reddit and streaming platforms - often all in the same week.

For traditional media practitioners, the challenge is no longer just making great stories.

It’s meeting audiences where they already are.

Recently I spoke about this topic at the Australian International Documentary Conference (AIDC) and shared a few ideas to help practitioners navigate the digital audience age.

The creator economy has shown that stories don’t need to exist in just one format.

An idea can live as:

• A feature or series
• A YouTube channel exploring the topic
• Short-form explainers or clips
• A podcast or newsletter
• Community-driven content

Rather than thinking about a single film or limited series release, it’s often useful to think about an ecosystem around a story world.

Very importantly - this doesn’t replace long-form storytelling. It expands it.

There are a few practical ways traditional practitioners can start operating in this space. 

Often people feel the only solution is to start a channel. That's not necessarily true and may not be a strategic fit for what you are trying to achieve.

The goal isn’t necessarily to become a “YouTuber.” It’s to expand how stories travel.

Here are three ways you can engage - 

Work with creators who already have trusted audiences. 

Creators often bring distribution, tone and community engagement that traditional media struggles to replicate. Bring a creator on as a collaborative partner in your next project. Look to create a mutual benefit for both parties.   

Work on activities adjacent to the creator economy. 

For example you could license or distribute your content via an established channel or network. You could work with a creator as a mentor in areas where they may lack expertise. Go to creator events or programs that help bolster your knowledge and network in the space. 

In this instance you dive right in. 

Create your own channel and use creator platforms to explore a subject more deeply than a single film allows. 

You need a consistent and committed approach for this to really work, but it can also allow you to test ideas, expand the story world and build an audience long after the film is finished.

You have probably heard stories about how much opportunity there is in this new landscape and it's absolutely true. 

Growth opportunities and revenue pathways in the creator economy are typically non-linear. What that means is there is no set progression. You are able to chart your own way in many instances. 

You can: 

Expand your IP
A single film, documentary or series can evolve into a broader body of work in multiple formats across platforms, building engaged niche audiences. 

Test your ideas
Digital platforms allow you to test topics, characters and ideas in public before investing heavily in production.

Own your audience
Connecting with your audience and invite them to a membership platform, community or newsletter means you can connect directly with them.  

New revenue streams
Beyond traditional licensing and broadcast models, creators increasingly generate revenue through memberships, community support, live events, brand partnerships and educational products.

And best of all none of this replaces traditional models but instead complements them.

If you are developing a strategy to tackle this landscape, three questions matter a lot.

Why are you doing this? If the answer is “lack of options” - then walk away for now and come back when you feel this is a genuinely good opportunity for you. 

Is the goal audience development, IP expansion, brand building, revenue or something else?

Being clear about intent shapes everything that follows.

Are you able to be consistent in your approach? Remember on modern platforms consistency = connection. 

It’s less about one big release and more about sustained engagement over time.

What action do you want the audience to take?

That might be watching a film, subscribing to a channel, joining a community or supporting the project financially.

Without clarity around conversion, it’s difficult to measure success.

One of the biggest shifts required is in your approach to experimentation. 

In traditional media, projects are often developed privately for years before being released.

In online environments, experimentation is normal. It's essential. 

Creators test formats.
They iterate in public.
They refine based on feedback.

I talk about developing MIPs - Minimum Incremental Improvements. What small, continuous changes can you make that gradually improve outcomes? 

Organisations that adapt well to the digital audience age tend to build systems for experimentation rather than waiting for perfect answers. 

Ant talked about this in his newsletter a few weeks back so check that out here.

Ultimately, the digital audience age isn’t asking screen professionals to abandon what they do best.

It’s asking you to expand how your stories travel.

The craft of storytelling still matters as much as ever. What has changed is the pathway between the story and the audience.

For practitioners willing to experiment, collaborate and think beyond a single release, the opportunities are endless.

Fred ✌️

Co-Founder, Changer

Join YouTube and Changer for a practical workshop unpacking the revenue models, growth strategies and platform tools helping creators turn channels into real businesses.

Featuring:

Sabine Zonderland - YouTube (Top Creators AUNZ)
Justin Brown - Primal Video (1.9M+ Subscribers)

This workshop breaks down how creators are building long-term revenue, deeper audiences and scalable businesses on YouTube.

Part of a national YouTube x Changer events series rolling out in 2026.

Location: Brisbane CBD
Date: Thursday 26th March
Time: 5:30pm - 9pm
Cost: Free

Limited capacity

An exclusive one-day event for traditional media practitioners wanting to better understand the creator economy and how to get involved.

Walk away with a clear roadmap and practical tools to translate your media expertise into the digital space. Fresh insights, real strategies, and the confidence to future-proof your career, and get ahead of the curve.

Delivered with Screen Queensland, exclusively for Queensland practitioners.
Limited to 50 spots

Location: Brisbane, CBD
Date: Friday 27 March
Time: 10am to 4pm
Cost: Free

Next week Fred will be speaking at Navigating the Digital Landscape 2026 in Auckland.

He’ll unpack how traditional media and news-focused organisations are using YouTube to build global audiences. 

If you’re going to be there - Fred would love to catch up. Reach out to him here

Did you like this week’s edition? Want more? Want less? Or something else…

Let us know - send Ant an email [email protected]

So we can send you the best info & insights.

We’ll be back in your inbox next week!

Cheers!
✌️
The Changer Team