The Spanish-speaking digital content market represents 600 million potential viewers across multiple countries, yet when 2btube launched in 2014, this massive audience remained largely underserved by professional creator services.

“We are professionalizing the ecosystem of content creators and focusing on generating views, engagement, and conversion around digital audiences,” says 2btube co-founder and CEO Fabienne Fourquet, who brings experience from traditional media giants like A&E Television Networks and Canal Plus.

What made the Spanish-speaking markets particularly attractive was the natural crossover between audiences across countries. “In terms of Spain and Latin America, there is quite a bit of crossover in terms of the creators because the audiences usually prefer to consume content in Spanish, even if it’s a different Spanish than that of their countries,” she notes. This linguistic commonality, combined with high mobile usage, presented a clear business opportunity that traditional media had not addressed.

Today, 2btube operates at the intersection of content creation, platform optimization, and brand strategy, with offices in Madrid, Miami, Mexico City, and Quito. The company has established itself as a key partner for creators, media companies, and brands navigating the creator economy in Spanish-speaking markets.

2btube team

Platform Partnerships as a Core Strength

2btube’s key advantage in the digital media field comes from its established relationships with major platforms. “We have the luxury to be platform partners with all the main ones and have been for years,” Fabienne says.

The company maintains partnerships with YouTube, Meta, TikTok, Spotify, Pinterest, and Snapchat, enabling it to offer a wide range of services across the digital ecosystem. These platform connections are central to 2btube’s service offerings.

“Half of the team is YouTube-certified,” Fabienne notes, highlighting the company’s technical expertise. These certifications and partnerships enable 2btube to help clients drive extra revenue on YouTube, monetize content on Facebook and Instagram, bring brands to TikTok and TikTok Shop, and create shows for Snapchat.

With approximately 80 employees across its four offices, 2btube manages around 700 channels in its network, with an average of half a million subscribers per channel. Collectively, these channels generate 4.5 billion views per month, demonstrating the company’s reach in the digital content market.

Technical Solutions for Creator Success

While many agencies focus solely on talent representation or brand deals, 2btube has developed technical solutions to directly tackle the practical obstacles that can prevent Spanish-speaking creators from reaching their full potential.

“We help them with advances based on their future earnings,” Fabienne explains, describing the 2btube pay app (2bpay). It enables creators to view their revenue projections and request advances or early payments against future earnings—a notable benefit for creators who typically face long waits between content creation and payment.

“When you create content on January 1, you’re receiving the money at the end of February,” Fabienne points out. This financing solution enables creators to fund larger projects, travel for content creation, or manage their cash flow more effectively. “It helps creators usually plan a big content item that costs more in terms of actors, in terms of material. If it’s a travel talent, it helps them spend the money on the travel to create content for the rest of the year.”

The company also provides technical support services, such as content protection and anti-piracy measures through Content ID, which is particularly valuable for music creators who need to manage complex rights issues. For channels like “Plim Plim,” an animation channel for kids focused on music, 2btube handles the intricate legal and back-office work required for proper music distribution and rights management.

“There are a lot of legal implications or back office work that you need to do in order to make sure that the music is distributed with the right third-party payment for the creators, the channel, the video creators, the sound recording, and the composition. We do all this background work,” Fabienne explains.

From MCN to Content Solutions Provider

Since its founding as a Multi-Channel Network (MCN), 2btube has adapted its business model to meet the changing needs of the market. “Like any startup, we have developed different business lines and some of them have succeeded as long-term businesses and some of them have not,” Fabienne reflects. She cites early experiments, such as YouTube summer camps for aspiring creators—successful in terms of awareness, inscriptions, and PR impact—but ultimately not aligned with their core mission as a strategic consultancy.

Today, the company has focused its operations on the businesses with the greatest growth potential and differentiation from competitors. At its core, 2btube Network manages approximately 700 channels, providing technical support, optimization, monetization assistance, and financial services to creators across the Spanish-speaking world.

2btube works with brands on digital strategy, branded content, influencer campaigns, and paid media. Rather than focusing on creating award-winning creative that might not perform, the agency prioritizes campaigns that generate engagement with target audiences. “We try to make campaigns that are winning the majority of engagement with the audience that the brand targets.”

For premium content production, 2btube has its own production company, which enables it to create shows and films for platforms like YouTube Originals, Netflix, Prime, and Spotify, based on the company’s understanding of digital audiences. 2btube is also the owner and creator behind EnchufeTV, one of the largest YouTube channels in Latin America with over 28 million subscribers. Its team has also produced “Mortal Glitch,” the “only YouTube originals series” in Latin America.

In sports content, the company operates a joint venture named Knot, working with clubs, leagues, and federations to protect and optimize their digital assets. “We have 80% of the football clubs in Spain. We have about 50% now in Mexico for football as well,” Fabienne notes, explaining that they provide content protection, anti-piracy services, marketing campaigns centered around sports as well as the ability for clients to sell their own ad inventory on YouTube. 

Insights Into the Creator Economy

Fabienne’s perspective on the creator economy reflects her deep understanding of how content consumption has changed. “What content creators do is that they create content, and they want that content to be seen. So they build communities and with these communities they influence, they teach,” she explains. This represents a shift from earlier perceptions of creators as merely “influencers”—a term Fabienne notes carried somewhat negative connotations.

“I think there are different layers to creators,” she says. “At the beginning, they were perceived as influencers, and that had a bit of a negative connotation. What influencers do is they just influence. What creators do is create valuable content and engage large audiences through that, build trust, engage audiences, and establish communities. 

This development has made creators increasingly important to brands, institutions, and organizations seeking to connect with younger audiences. “I think it’s impossible to create a new brand without having a creator strategy,” Fabienne asserts, noting that this extends beyond commercial brands to countries, public service, and educational initiatives. “Not only the brands, I think even countries, education initiatives, teachers, institutions, are understanding the importance of communicating through content, through video content, through audio content for the younger generation.”

Even more notably, Fabienne observes a third stage: creators becoming entrepreneurs and establishing their own brands. “These content creators are becoming products and entrepreneurs,” she says, citing MrBeast’s expansion into leisure centers, cookies, and drinks as prime examples. 

This entrepreneurial development represents what Fabienne calls a “disintermediation of the company,” with creators increasingly becoming the direct connection between products and consumers.

The aspirational nature of creator careers continues to drive growth in the ecosystem. “The new generations want to become YouTube talent, TikTok talent, and content editors,” Fabienne notes. “Three entries in the top 10 most desired professions with young Americans are linked to the creator economy.”

2btube founders Fabienne Fourquet and Bastian Manintveld

AI, Globalization, and Community

Fabienne identifies several important trends that will shape the future of the creator space, with AI playing a particularly important role.

“AI will have a huge impact,” Fabienne states, while emphasizing that human creativity will remain essential. “I still believe that creativity will win because creators are creative and when they create, they have their own Persona, they have their own content strategies, and they will still need that.”

Rather than replacing creators, Fabienne believes AI will enhance their capabilities. “They will become superheroes. They will be able to have all these tools to be in different languages, on different platforms, in different formats, much faster and easier than before if they’re well accompanied.”

As for her boldest prediction about the future of the creator economy, Fabienne points to two key trends: globalization and community focus.

“It will be globalized for sure,” she states, noting that as platforms roll out dubbing capabilities, creators will be able to reach audiences worldwide in their native languages. “You will be in any country and you will be able to watch a content creator from any other country in your own native language.” According to her, this will create both challenges and opportunities as creators compete on a truly global scale. “A content creator who is big will be global, and brands will want to work with them.”

Simultaneously, Fabienne sees a shift from valuing audience size to prioritizing community engagement. “It’s shifting from the sheer size like vanity metrics to more like performance or community-driven,” she explains. “It’s not the size of the community, it’s the engagement and how you’re going to be able to build a strategy encompassing these creators or these audiences to build a successful product or a successful business.”

For 2btube, these trends inform their future plans. The company is preparing to launch a U.S. version of Enchufe TV in “Spanglish,” targeting the Latinx audience. “We have 14 years’ worth of sketches and characters and skits and comedies that have amassed billions of views, literally,” Fabienne shares. “It’s going to be  about figuring out which one of these fits with the U.S. audience, the casting, and then targeting the Latinx audience in the U.S.”

The company is also focusing on incorporating more technology into its network operations to optimize the handling of larger volumes of content more efficiently, particularly through the use of AI applications. “We’re trying to find a way to integrate more tech to be able to optimize bigger volumes of videos faster,” Fabienne explains, giving the example of creating more short-form videos from successful long-form content.

2btube’s decade of experience and deep platform relationships position it well to help Spanish-speaking creators navigate new opportunities and challenges. “The creator economy is putting itself very deep into any vertical business,” Fabienne concludes.

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