Instagram Is the New Network. Creators Are Building Scripted Franchises Without Waiting for Hollywood to Call.

Brooklyn Coffee Shop, Friend Material, and Mt. Mystic are scripted series that originated on Instagram and have since attracted Hollywood attention, brand deals, and distribution conversations that would have required a development deal and a network pitch two years ago. They were built by creators who understood something the industry is only beginning to acknowledge: the most valuable thing a piece of scripted content can have in 2026 is not a prestige pedigree or recognizable IP, but a built-in audience that already understands the tone, loves the characters, and will follow the show wherever it goes. Former Amazon Studios executive Joe Lewis is backing a series about bumbling park rangers structured from the beginning to succeed regardless of how it is eventually distributed — on Instagram, on YouTube, through a streaming deal, or theatrically. Dan Weinstein, co-CEO of digital management firm Underscore, described the strategy: de-risking content spend by leaning into a built-in audience. That is exactly what every streaming executive has been trying to accomplish through IP acquisition and franchise sequels. The Instagram-first creators are accomplishing it by growing the audience before the content budget exists. YouTube has launched a Netflix-style Shows feature, further blurring the distinction between creator content and traditional television. The merger debate is about who controls the distribution infrastructure of the old television model. The Instagram scripted boom is building the infrastructure of the next one — without waiting for a clearance from the federal court in Oakland. Related: The Emmys Reminded Us What Sports Does That TV Cannot