Besties is coming to Amazon’s Fire TV Stick this summer, as announced during the VidCon 2026 panel “What happens when creators’ social content ends up in the pipeline of big streamers?”
But what can other creators learn from The Besties’ success? The panel, moderated by Northstar Media Group producer Evanna Kirkbride, included The Besties’ Mackenzie Turner and Lael Hansen, as well as PocketWatch CEO Chris H. Williams and Dan Green, global head of partnerships for Amazon’s Fire TV channels. Together, they explained the secret to Besties’ success and what other creators need to know if they want to distribute their content on ad-supported streaming platforms like Amazon Fire TV.
“If it works on YouTube, it works everywhere.”
Williams echoed this during the panel, emphasizing that landscape content translates well to streaming services like Hulu and Amazon Fire. “We have proven that we are interfering in this crazy competitive environment, both as a brand and as content, and we have nine years of data to prove it,” he explained.
From there, he explained what he wanted from the pocket watch, with Green confirming it along the way.
What do streamers want from content creators?
Presentation slides about what happens when a creator’s social content ends up in the pipeline of a major streamer
Credit: Kristy Puchko / Mashable
Williams broke it down into three things.
1. Viewing time.
Green noted that Amazon will look at creators’ subscriber numbers. But streamer studios and distributors are more interested in how much time their subscribers are watching. Are they using full video? Are you watching one after the other? Engagement and watch time are better indicators of viewership carryover than subscriber counts.
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“There’s a difference between watching 15 seconds and watching 15 minutes, right?” Williams explained. “What changes when you take this elsewhere in terms of audience engagement, the level of fandom.”
Turner elaborated on this further, saying that fans of The Besties are more into long-form content twice a week, making the show part of their routine.
Green noted that a regular cadence of posts also bodes well for streamers about a creator’s ability to keep viewers interested.
2. What is the big size?
Williams explained that Pocket Watch is focused on a domestic audience, so being popular in the U.S., or at least with an English-speaking audience, is a factor for him.
3. What devices is it being consumed on?
Streamers want to know if their creators’ content will be watched on TV. Green pointed out that 20-somethings who grew up watching content on their phones and tablets are now watching the same content on their TVs. Kirkbride asked if Amazon had internal data to support that, and although she didn’t elaborate on her question, she acknowledged that it did.
4. Horizontal rather than vertical. Long form than short form
“That’s what people want to see,” Green said of long-form, horizontal content like The Besties. “It’s a much more relaxing TV viewing experience than a mobile phone. [experience]. Mobile is rather short-lived, and we quickly consume something in a few minutes of free time. ”
Williams agreed, saying, “No one has cracked the code on how to deliver vertical video, but you know everyone is trying.”
Mashable is reporting live from VidCon 2026 in Anaheim. Follow our coverage of creator interviews, panel highlights, the biggest moments from the convention floor, and more.
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