The news: At Cannes Lions this week, Amazon announced a dedicated Creator Hub on Fire TV that could connect with superfans and encourage connected TV (CTV) engagement. It will arrive this summer and function as a new section for videos and podcasts from popular creators.

Amazon will also add options to let users select their favorite creators so that content surfaces more prominently, which builds on the company’s efforts to address discovery issues for the surging amount of creator content available.

Fire TV currently features more than 120 creators—including MrBeast and Topper Guild—and Amazon expects that number to reach 200 in July and more than 500 next year.

“Creator content couldn’t be more important to customers these days. And there’s just more and more of it. While that’s awesome, it also means it’s harder and harder to find the content you want, and harder and harder for creators to get in front of customers who might want to see their content,” Charlotte Maines, Amazon’s vice president of devices content and advertising, told Variety.

Zooming in: Amazon is trying to capture creator-viewing time that’s currently dominated by YouTube while also working to address a steady decline in Fire TV users—we expect its US user base will decline -0.4% in 2026 to 106.8 million and continue its downward trend to 103.5 million in 2030.

A dedicated creator destination could turn Fire TV from an operating system into a content platform, keep more viewers inside Amazon-owned experiences, and create more ad inventory that it directly controls.

By improving discovery, letting users choose their favorite creators, and taking advantage of its massive trove of logged-in user data, the company can deepen engagement within its own ecosystem.

Recommendations for brands: Amazon’s Fire TV offering adds another pathway to reach audiences in their living rooms through creator content in a premium CTV environment.

• As the lines between social video, streaming, and CTV blur, brands should evaluate target audience interests and identify which creators on YouTube and Fire TV best align with brand messaging.
• Deploy consistent creative across platforms to test performance and use offerings like Creator Hub to boost the visibility of influencer marketing campaigns.