2btube, a strategic consultancy specialised in video and digital entertainment, is unveiling a new phase that redefines its purpose after ten years in the creator economy: moving from being an intermediary in the digital ecosystem to becoming an architect of the new entertainment business model.
The objective is clear: to position itself as the go-to strategic consultancy for brands, media companies and creators, bringing together innovation, creativity and intelligence applied to digital marketing. “The future of entertainment is not awaited, it is built,” says Fabienne Fourquet, CEO of 2btube. “At 2btube we help turn creators into brands and brands into creators, with a global perspective and a deeply digital culture.”
This new phase is structured around 360º services that combine platform monetisation, YouTube SEO, branded content and branded entertainment, supported by official partners such as YouTube, Meta, Google and TikTok. “2b (to be) was never just a name: it is a verb, an action, a purpose. We are the generation that does not wait to become something, but is already ready to be,” Fourquet adds.
Internationalisation and the 2b Ecosystem
Under the claim “We are global”, 2btube is strengthening its international presence and consolidating an ecosystem that brings together 2btube, 2btube Latin America and projects such as Enchufe.tv, the leading Spanish-language comedy and entertainment channel.
Arturo Yépez, CEO of 2btube Latin America, explains: “Enchufe.tv was born in Ecuador in 2011 with the aim of transforming the way humour was made in the country and the region. Fourteen years later, it is the most watched Spanish-language comedy channel in the world and is now looking to change the way entertainment is produced globally, putting the local at the centre, because authenticity is the real key to identification.”
This vision is aligned with the company’s purpose: to become the global provider of content services for media, creators and brands, beyond the Spanish-speaking market, already working with global clients such as Mahou, Kings League, PlayStation, Genoma Lab, Nestlé, Unilever and Brooklyn Fitboxing. Initiatives that give shape to this new phase are already underway, including the upcoming launch of the podcast Generation 2b, which explores creator culture and entertainment trends from both sides of the Atlantic.
In this new phase, 2btube aims to help brands, media and creators turn reach into real impact and ensure their stories move at the pace of the world. Andy Warhol said that “in the future, everyone will be world-famous for 15 minutes”; today we are already living in that future, where people do not just want to be famous or seen, but where those who have strategy and data are the ones who can truly engage audiences beyond fleeting moments of notoriety.
2btube does not adapt to change: it anticipates it and drives it. After launching the first company with the aim of professionalising the digital content ecosystem in the Spanish-speaking world in 2014, the business has grown in step with digital entertainment, where trends are born and die in seconds, but vision endures.
Every story, every format and every strategic decision is designed to move culture, not simply react to it. “We are part of the moment because we help create it,” Fourquet concludes.
About 2btube
2btube is a digital strategy consultancy specialising in connecting with young audiences. With offices and production studios in Spain, the United States and Latin America, it has extensive experience in the development, commercialisation, production and management of content and advertising campaigns, working with more than 500 clients. 2btube provides strategic consulting, creativity, branded content, influencer marketing and bespoke production services in its own studios, attracting audiences organically or through paid media strategies on any social network or platform.
It has a network of more than 700 creators and content owners, reaching an audience of over 600 million followers whose posts generate more than 5 billion views per month. 2btube increases creators’ audiences and monetisation, protects their content and manages their advertising inventory through partnerships with platforms such as YouTube, Meta, Twitch, TikTok and Snapchat.