AnyMind bets on live streams as creators’ next revenue play

AnyMind Group has launched a new platform aimed at helping creators turn their live-stream audiences into brand opportunities, as it looks to deepen its presence in the creator and live-streaming space.

Dubbed AnyCreator Stream, the web-based platform allows creators and streamers to track the performance of their live content, discover brand campaigns and manage campaign earnings and payments in one place.

The platform launches with YouTube Live integration, allowing creators to connect their channels and access data on how their streams are performing. This includes metrics such as impressions, watch time, concurrent viewership, engagement and click-throughs from links featured during streams.

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On the brand side, AnyCreator Stream is connected to AnyMind Group's influencer marketing platform AnyTag. The integration allows marketers to discover creators for live-streaming campaigns, manage activations and measure their performance.

Brands can also integrate themselves into creator live streams through formats including pre-, mid- and post-roll video ads, branded banners and overlays, in-stream chat integrations, promotional codes and product placements. Creators can also deliver calls-to-action during their streams.

The launch builds on AnyMind Group's wider push into live streaming and live commerce. The company also operates AnyLive, a live commerce platform that allows businesses to run AI avatar-led streams on platforms including TikTok Shop and Shopee, while tracking both human- and AI-led live-stream activity.

“As we grow, foster and evolve our creator network into a commerce-first engine, we’re also continuing to solidify the table stakes for today’s creator," said Kiatisak Watcharapruk (Toy), managing director, creator growth, AnyMind Group.

He added, "With AnyCreator Stream, we want to give creators a single place to understand the performance of their live content, access monetisation opportunities and manage their earnings. At the same time, by connecting this with AnyTag, we can provide marketers with a more structured and measurable way to activate creator-led live streaming campaigns.”

The move also follows AnyMind Group's efforts to grow its creator network in Southeast Asia. In July, the company expanded its exclusive creator network in Malaysia with six macro influencers, bringing its roster in the market to almost 100 talents.

The additions included Amni Rashidi, Alia, Hana Nabilah, Alia Izzaty Binti Izham, Nor Hazira and Muhammad Ezzriq Bin Azlan, each with between 100,000 and one million followers across Instagram and TikTok. The creators span beauty, fashion, travel, lifestyle and family content, as AnyMind looks to strengthen its social commerce and influencer marketing capabilities in Malaysia.

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