Jellysmack

Jellysmack is a platform that markets and monetizes creators’ video content across multiple social media platforms using proprietary data and video optimization tools, providing creators a share of the generated ad revenue in return. Jellysmack also launched a YouTube catalog licensing venture in January 2022, which offers accomplished creators upfront lump-sum payments ranging from USD 50,000 to USD 50 million in exchange for licensing complete or a part of creators’ existing YouTube video catalogs. 

Creators have the freedom to spend the capital as desired, and the company does not have any financial involvement in any newly uploaded YouTube video content. Jellysmack uses deep data and AI capabilities to predict potential earnings of creators’ video catalogs, and it has earmarked USD 500 million to fund upfront payments to creators, bringing its Creator Program’s total plan for investments in creators to USD 750 million. 

Jellysmack has executed several acquisitions including Kamua, a UK-based AI editing technology startup in November 2021, to enhance its existing AI video editing technology. The company also acquired YouTube analytics company AMA Digital, in April 2022, marking Jellysmack’s second acquisition, to integrate AMA Digital’s data analytics platform into its content-distributing creator program and use AMA Digital’s data to enhance its catalog licensing program. Jellysmack later acquired OKA Media, a project management service for YouTubers, in 2022 as well as Network Media LLC, a company focused on creator and content development in June 2023. In October 2023, the firm acquired Law&Crime, Dan Abrams' true crime network, to expand its digital offerings and strengthen its presence in the true crime genre.

In February 2023, Jellysmack reportedly laid off 20% of its workforce due to the prevalence of adverse market conditions. The company had previously undergone two rounds of layoffs in December and June 2022 and announced that it would cut short-term advertising spending and suspend a few of its international operations, by closing down branches in Italy, Germany, and the Netherlands. In October 2024, Jellysmack again announced a restructuring of its operations, and the company confirmed that 22 US-based employees would be affected, with possible layoffs of French employees in the coming months. As a result, the company also stated that it was scaling back its Content Creator Program, which helped creators monetise content on Meta-owned apps such as Facebook.

Key customers and partnerships

As of January 2022, the platform served 500 creators including PewDiePie, MrBeast, Bailey Sarian, The Try Guys, KallMeKris, and Brad Mondo. Further, the company hosts its own content through channels such as Beauty Studio, Oh My Goal, and Gamology. 

As per global video audience measurement firm Tubular Labs, Jellysmack-managed content had a cross-platform reach of 125 million unique users in the US (~45% of the population) with over 10 billion monthly video views, as of January 2022. Following its expansion efforts in Brazil, Germany, Mexico, and the UK, In February 2022, Jellysmack expanded its creator program to India, initially signing 21 Indian creators with plans to onboard ~100 Indian creators in 2022 across multiple genres. 

Jellysmack signed its first media partnership with a television network, an exclusive multi-year deal with Fuse Media, a minority-owned multi-platform media company (February 2022).Jellysmack partnered with Spotify in April 2023, allowing its top creators to post weekly video episodes on Spotify through the Spotify for Podcasters platform, which featured edited footage from creators' long-form YouTube content.