Amazon is launching a dedicated Creator Hub on Fire TV this summer, creating a new section for videos and podcasts from digital creators within the connected TV experience. The company announced the feature at Cannes Lions, Variety reports.

The hub gives creator programming, including content from MrBeast, Topper Guild, Celine Dept, and 5-Minute Crafts, greater visibility inside the Fire TV interface. More than 120 creators are already available on the platform, with users able to watch new videos from Dude Perfect, Jordan Matter, and Ben Azelart on the same day they publish to YouTube. Amazon expects to reach 200 creators in July and more than 500 by next year.

Charlotte Maines, Amazon’s VP of Devices Content and Advertising, unveiled the hub and framed it as a response to the discovery problem created by the growing volume of creator content.

“Creator content couldn’t be more important to customers these days. And there’s just more and more of it. While that’s awesome, it also means it’s harder and harder to find the content you want, and harder and harder for creators to get in front of customers who might want to see their content,” Maines said in a statement.

Amazon will add features allowing users to select favorite creators, surfacing their content more prominently within the interface.

Competing for the Living Room

The Creator Hub arrives as Amazon has been investing in creator and podcast programming across Fire TV, Prime Video, Alexa, and Art19. Original productions in development include “Cup Classics,” a FIFA World Cup show hosted by U.K. football creator Jeremy Lynch, “Daily Cup” produced with The Athletic FC, and sports programming with the Locked On podcast network around March Madness and college football.

Maines positioned Fire TV’s role as a device platform as a differentiator from standalone apps. “What we’re trying to do is take an experience that today you’d need to go to YouTube for, and leverage what we know about the logged-in customer to create another way for creators to get in front of customers with the tools that we have, including the fact that we manage device operating systems,” she said.

The Creator Hub launch follows a broader Fire TV OS overhaul that Amazon announced at CES 2026. That redesign introduced tabbed navigation, support for up to 20 pinned apps, and speed responsiveness improvements of up to 30 percent, with rollout beginning on Fire TV Stick 4K devices in February.

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