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Bleacher Report’s social-first sports vertical House of Highlights is producing more creator-led content to establish more franchises and increase its ad revenue. Since House of Highlights’ push into developing creator-led competition franchises and series on YouTube, TikTok and Instagram last year, revenue from branded content and HoH’s creator-led content has tripled from full-year 2021 compared to January-May 2022, according to Drew Muller, vp of House of Highlights.