I see Schitt's Creek and a few other shows, where a high percentage of the gifs have the same logo in the same spot and/or identical, fancy, pop-in captioning. They seem to be "official" gifs of some sort—I'd just assumed it was a pay-for-placement kind of thing. Also, sports gifs, where it's some player in their jersey saying something, often in front of a white background, and there are a ton of them and they all look like they were captured in the same shoot—identical framing, lighting, everything—and I find it unlikely ordinary users found some video like that and cut up every single player's segment into gifs. Those also seem like some kind of official effort.