Rethinking TV for the Fortnite Generation: Insights from Gaggl’s Adam Harris on Creator-Hosted Formats

Gaggl aims to revolutionize traditional television formats such as Family Feud and The Price Is Right by integrating them with contemporary streaming platforms. The behind-the-scenes team, consisting of Adam Harris, Greg Miall, and James Duffield, envisions a “Boomer-meets-Gen-Z” experience that not only appeals to audiences but also attracts advertisers and provides a new monetization route for TV distributors.

Harris and Duffield, both former employees at Amazon’s live-streaming platform Twitch, describe Gaggl as an innovative way to “upcycle” television into a format suitable for today’s viewers.

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As linear TV increasingly caters to an older demographic, younger audiences, particularly Millennials and Gen Z, gravitate towards on-demand content. Harris notes a noticeable shift: “When I was at Twitch, I saw consumption behaviors transforming into a third group. Young people thrive in gamified environments, with everything from purchasing a coffee to playing games like Roblox or Fortnite infused with interactivity. They expect to participate in narratives rather than just passively consume content.”

Gaggl responds to this demand by offering a platform for verified creators and streamers, providing them with an array of television shows to broadcast. Through this platform, fans can engage by commenting, joining discussions, and playing along. Both gameshows and reality TV are well-suited to this interactive model, with titles such as Deadliest Catch and Ghost Hunters alongside popular gameshows like Supermarket Sweep and Taskmaster.

The Evidence: Depp Vs. Heard

The Gaggl team identifies a pivotal moment for creator-hosted content during the Depp Vs. Heard trial, which saw numerous creators livestreaming and engaging their audiences in real time. “That’s where the idea came from,” says Harris. “Not only do people want to watch with others, but they also wish to participate. If the presentation comes from familiar faces and in relatable language, we create a new kind of social TV experience.”

Legal considerations play a significant role in Gaggl’s framework. While creators have previously streamed shows like MasterChef and gained some traction, these efforts often constituted unauthorized use of content. Gaggl eliminates these concerns by ensuring that its shows are legally cleared for presentation. The financial structure involves revenue sharing among the platform, the creator, and the intellectual property owner, typically the distributor.

“We provide content to creators with legal licenses, enabling them to broadcast on their social channels,” explains Harris. “We started with Twitch, but we will extend this to platforms like YouTube and TikTok, where creators have already built communities. This allows them to host shows and engage their audiences, whether through gameshow play-alongs or discussions about reality television.”

This model offers content owners a fresh perspective on audience engagement. “They gain access to younger viewers and can keep their intellectual property vibrant, while also exploring new monetization methods,” Harris adds.

TV Distribution Goes Social?

Gaggl’s founders have bootstrap-funded their venture and secured additional angel investments. The platform launched in the second quarter of 2024, beginning with one episode of The Price Is Right and a group of five creators, and has since expanded. Collaborations are in place with distributors such as Avalon, Fremantle, PBS, Lionsgate, and Sony.

The platform’s adaptability seems to resonate with the distributors involved. As Harris notes, “It has become clear that digital distribution does not have to be a one-size-fits-all approach; there are multiple monetization avenues. Content can have a presence on YouTube while executing a TikTok strategy, and Gaggl can play a role in this evolving social marketing approach.”

With TV distributors increasingly seeking pathways into the creator economy and major markets like MIPCOM shifting focus, Gaggl stands at the forefront of an emerging trend in global television.

“We aim to engage the younger demographic that no longer connects with traditional channels,” concludes Harris. “Ask anyone under 25 about MTV, and they likely won’t have a clue. But ask them about Mr. Beast, and they’ll know exactly who he is.”

For streamers and creators, Gaggl offers ready-made content. “Once approved, a creator could be streaming to their community within seconds,” Harris explains. “They log in through Twitch or YouTube, directly reaching their audience.”

“Many streamers often broadcast seven hours a day, five days a week. This platform allows them to utilize content without extensive planning, helping them build their communities while earning revenue. Essentially, they get paid to watch TV.”