The platform revealed a variety of new shows from well-known creators to a group of brands and advertisers.
YouTube positions itself as the link between creators and advertisers, promoting its creators as the future of social media, advertising, TV, streaming, and entertainment. At its annual advertiser event in New York, YouTube introduced new exclusive shows, including a travel show with Trevor Noah, a Met Gala documentary series from Alex Cooper, and a series from Kareem Rahma, host of Subway Takes. The message to advertisers: Invest in these YouTube-only series.
YouTube’s appeal for creators has been its ad revenue split. The company has expanded monetization options with shopping features and a brand hub to connect with creators. Advertisers increasingly invest in sponsored videos, allowing creators to change brand sponsors as needed.
YouTube represents a significant portion of TV viewing, with Nielsen reporting it accounts for 12.7% of all viewing. Advertisers have access to over 3 million creators for ad opportunities, aided by AI tools for channel selection. Kareem Rahma mentioned that YouTube assisted him in securing sponsors for his new show and supporting his Emmy campaign.
Previously, YouTube’s attempts at original content with celebrities and internet stars had little success. However, the company recognizes the value in being a platform where creators produce content and connect with brands for funding.
YouTube needs to offer something distinctive to retain creators. While pivotal in the podcast world’s move to video and leading as a podcast platform, some creators have shifted to Netflix, which is developing its video podcast lineup. In December, iHeartRadio brought 15 shows to Netflix, including The Breakfast Club and My Favorite Murder. Netflix launched its podcasts in January, featuring those hosted by Pete Davidson and Michael Irvin.