Own the Pipeline: Inside the Creator Ecosystems of German Giants

Production companies are moving closer to the creator economy – and that shift is changing their own structures. Major players are creating dedicated units to develop new formats, work with creators and connect content, audiences, distribution and monetization across platforms. But what does it take to build these new structures inside companies shaped by a very different production model?Audience data provides the backdrop: viewing habits are changing, platforms are multiplying and attention is increasingly fragmented. SPLASH HOUSE, Germany’s leading TikTok creator event with more than 225 million views, offers one example of how creator talent and established production structures can come together to develop and scale new kinds of formats.From LEONINE C_ to Constantin Creators and other newly established units, major production houses are experimenting with different ways to manage this transformation from within. That means rethinking how they develop ideas, work with talent and build audiences, but also how IP, rights, distribution and monetization are considered from day one – increasingly with AI in the mix. The bigger shift may ultimately be in what a production company is built to do.