YouTube’s algorithm can make or break creators. For those who manage to build a following, what’s next? 

Pocket.watch has built an entire business model around answering this question, developing a systematic expansion framework that turns YouTube creators primarily focused on kids’ content into entertainment franchises worth over $1 billion in retail sales.

As Chase Landau, SVP of Creator Partnerships, shares, pocket.watch has methodically executed the post-viral strategy many YouTube creators need but rarely find: transforming digital audiences into sustainable entertainment empires spanning TV distribution, consumer products, gaming, and live experiences.

The Cross-Platform Creator Expansion Playbook

Pocket.watch’s creator network includes more than 50 creator brands with over 1.3 billion YouTube subscribers that have generated 890 billion lifetime views. 

Their business model focuses on leveraging these massive audiences to drive value across multiple platforms and revenue streams.

“We leverage these massive audiences to drive value for creators on other platforms, from original series and specials starring creators that are distributed on 45 platforms in over 80 countries, to branded mobile games with 50 million downloads, and licensed consumer products that have driven over $1 billion in retail,” explains Chase.

The company’s expansion strategy is both methodical and tailored to each platform. On YouTube, they help creators optimize their content while preparing it for broader distribution. Their team works with creators to interpret YouTube’s principles for kids content, making it more effective on the platform while simultaneously preparing it for premium streaming services.

What truly distinguishes pocket.watch, though, is their content transformation process. They don’t simply repost YouTube content elsewhere—they reformat it for each platform’s unique requirements.

“In addition to having creators star in new original series, specials, and movies, we also transform their YouTube catalog into TV-ready formats—curating and theming collections, enhancing it with animation, interstitials, and structuring it into 22-minute episodes,” Chase details. “We often test these on our own network channels to gather insights before launching them on major streaming platforms.”

This approach, Chase adds, has paved the way for pocket.watch to the forefront of the creator content distribution space. It has some of the most creator-driven content on Hulu, 16 billion minutes watched on Roku, and a growing presence on Amazon Kids+ and Peacock.

Creator Selection and Partnership Approach

When evaluating potential creator partners, pocket.watch follows a specific evaluation framework that transcends basic metrics like subscriber counts or view numbers.

“When looking at new creator partners, first and foremost, we’re ensuring that they align with our values and that they’re committed to the well-being of any kids that may appear in the content and to protecting their child audiences,” emphasizes Chase.

The company then assesses franchise potential through both quantitative and qualitative metrics. 

While engagement indicators like monthly view counts and watch time are important, Chase notes that the most crucial and challenging metric to evaluate is “love”—the emotional connection between creators and their audience.

Pocket.watch works with creators who have already achieved YouTube success, but their partnership model is designed to expand beyond the platform. 

As Chase notes, their approach is collaborative rather than controlling; they develop strategies aligned with each creator’s unique audience and content strengths rather than forcing them into a one-size-fits-all model.

Strategic “Firsts” and Category Creation

A key element of pocket.watch’s expansion strategy involves systematically creating “first-of-its-kind” opportunities to establish new creator IP categories. These aren’t random experiments but deliberate moves to open entirely new revenue streams.

“By pioneering first-in-the-industry opportunities, from launching the first creator content on Hulu to the first creator branded toys at Walmart, or the first balloon-based in the Macy’s Thanksgiving Day Parade based on a creator, we cut through the noise and ensure our creators stand out in an ever-expanding digital landscape,” Chase explains.

This model is evident in their work with Ryan’s World, one of pocket.watch’s earliest creator partners who has become a template for their expansion model. 

Their strategic “firsts” with Ryan included launching the first Emmy-nominated series starring a YouTube creator (“Ryan’s Mystery Playdate” on Nickelodeon), the first creator-branded toys at Walmart, and the first creator brand on cereal boxes.

“The show’s record-breaking premiere, which brought 40% new viewers to the network, validated our creator-first approach,” notes Chase. “This success paved the way for more creator-led series, specials, and films.”

Solving Platform-Specific Monetization Challenges

A notable aspect of pocket.watch’s approach is how they’ve addressed the specific monetization challenges in children’s content, particularly those created by COPPA regulations.

When faced with the limitations of YouTube Kids monetization, pocket.watch created Clock.Work, their in-house ad agency specifically designed to address this gap. 

As one of the few companies granted YouTube Kids ad sales rights by Google, Clock.Work provides a COPPA-compliant advertising solution that connects brands with young audiences while ensuring regulatory compliance.

“Clock.Work uniquely provides a scalable, COPPA-compliant solution that connects brands with Gen Alpha while driving sustainable revenue for creators,” says Chase. 

To enhance this capability, pocket.watch partnered with AI company Veritone to develop technology for scanning video content, enabling precise, kid-safe contextual ad placements.

Data Drives Expansion Decisions

Behind pocket.watch’s expansion strategy is a data analysis framework that guides which platforms and opportunities to pursue for each creator.

“We leverage deep insights from YouTube’s robust analytics, combined with first-party data from our network of SVOD, FAST channels, and CTV apps,” explains Chase. “This allows us to identify opportunities unique to each creator, analyzing their content’s performance and audience engagement.”

This data-driven approach extends to their work with licensing partners, gaming developers, and retailers, who find these audience insights particularly valuable for product development and marketing strategies.

Combining YouTube’s extensive analytics with first-party data from their own distribution network, pocket.watch can align content with the right platforms to ensure resonance with specific audience segments, which, according to Chase, drives higher success rates with their expansion efforts.

Team Expertise and Leadership

Pocket.watch’s ability to execute this complex expansion strategy stems from the deep industry expertise of its leadership team. 

Chase brings over 15 years of experience building talent partnerships and driving growth in digital media and entertainment, having previously held leadership roles at Disney and Maker Studios and casting experience for major network primetime shows.

This background gives Chase and the pocket.watch team a distinctive perspective that connects traditional entertainment industry practices with digital creator operations. 

The company was founded in 2017 by Chris Williams, former Chief Audience Officer at Disney’s Maker Studios.

“At Disney, Chris saw firsthand the rapid growth and passionate fandom of creators, particularly on YouTube, and realized the potential to treat this YouTube-born IP similarly to how Disney treats its massive and beloved franchises,” Chase explains.

The Next Stage of Creator Franchises

As pocket.watch looks at the horizon, their vision extends beyond simply growing view counts to establishing creators as lasting entertainment franchises with the same cultural importance as traditional media properties.

“By 2030, success for pocket.watch means a world where digital creators—especially in the kids and family space—are recognized as the powerful entertainment brands they truly are,” says Chase. “We want to see creators reach their full potential, not just on YouTube, but across every platform, from television and film to consumer products and beyond.”

A central part of this vision involves breaking the stigma around YouTube content. As Chase notes, “Creators like Toys and Colors, who generate more views than even the biggest mainstream names, deserve the same opportunities as traditional media giants.”