> ## Content Index
> Fetch the complete content index at: https://tvrev2beta2.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# The Rise Of Influencers: From YouTube ‘Celebrities’ To Mainstream Media
- URL: https://tvrev2beta2.ghost.io/the-rise-of-influencers-from-youtube-celebrities-to-mainstream-media/
- Published: 2019-10-21T16:18:40.000Z
- Updated: 2019-10-21T16:18:40.000Z
- Author: Mike Gasbara
- Tags: tv industry, Influencer Marketing, gen z, millennials, lilly singh, tv influencers, #sqs, #Import 2026-09-03 19:30

At one point in time, the majority of people pictured a teenager videotaping themselves talking in their childhood bedroom whenever the term “influencer marketing” was mentioned. But with influencer marketing on track to be a $10 billion industry by 2022, it’s safe to say that the term has transcended the traditional and expanded into an entirely different beast.

  
In addition to a wide variety of advertising industries leveraging an even wider variety of influencers, the one-time YouTube celebs are now making their way to the TV screen. Just ask Lilly Singh, who is NBC’s newest addition to the network’s late-night lineup. And the Canadian-born, female YouTube personality is not just shaking up the white-male-dominated landscape with her show, “[A Little Late With Lilly Singh](https://www.nbc.com/a-little-late-with-lilly-singh?ref=tvrev2beta2.ghost.io).” But she’s also motivating a younger audience of cord-cutters and cord-nevers to reconsider how they look at TV.  

A look at Singh’s audience across social platforms quickly uncovers the weight she carries with the Millennial and Gen Z demographics, which most certainly played a role in NBC’s decisions to give the creator her own show. According to [influencer marketing platform CreatorIQ](https://creatoriq.com/?ref=tvrev2beta2.ghost.io), 54.4% of her audience is in the 18-24 age range, with another 20.8% in the < 18 demo. Additionally, Singh’s engagement rate is in what CreatorIQ considers the “Excellent Range”, proving the passion and dedication of her audience.

![](https://lh3.googleusercontent.com/rb3gC0eC8BgjBkMwz2yAzsbrTVpAJP3IYOn5fLKNWXNWWi87ZEpASrRR4tJ-Fvk7UU_iAa21DTT_v9i6n87ITIfqnsFA3_2jstvTwVkveMPrt17LQvYXwgOY_AHd6Uq1CNX9Ibed)

![](https://lh4.googleusercontent.com/PD3pDmeP_vcsF1ZF7cuILLq0Y1KtXXf7HMB8h5aAZAQJ08EvV_3KAvCSgi9ntOQB4RKnno4yw_3GLq3FH9SHRf9txB1UjS6ZafBYDVIV35XeekhX1katMY0ndvF_DtALGAgR6RSX)

For brands, agencies and media networks, influencers present a valuable opportunity to forge relationships with the next generation of consumers. And while many advertisers eased into the space due to growing-pains like fraud and brand safety, the undeniable ability of influencers to attract eyeballs across platforms is why [65% of influencer marketing budgets will increase in 2019](https://www.bigcommerce.com/blog/influencer-marketing-statistics/?ref=tvrev2beta2.ghost.io#10-most-important-influencer-marketing-statistics-for-2019). It’s also why we can expect to see more like Singh transcending their native platforms, and inhabiting TV screens in the future.