Brands are building in-house entertainment studios on the promise that great content earns the audiences advertising can’t buy. OpenAI just revealed what that promise actually costs.
Last week the AI company acquired TBPN, a daily tech talk show that streams live on YouTube, X and other platforms, in a deal the Financial Times reported in the low hundreds of millions of dollars. For a company that has spent the past year acquiring an AI device startup and shutting down its own video generation product, buying a three-house live show seemed, at a minimum, like an odd use of capital.
Sam Altman, OpenAI’s CEO, didn’t see it that way.
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