YouTube is courting creators — and sponsors — with streaming shows

In the ongoing battle for content and talent, YouTube presents itself as a nexus between creators and advertisers, marketing its creators not only as the future of social media, but also of advertising, television, streaming, and entertainment more broadly.

At the company’s annual advertiser event in New York on Wednesday, YouTube introduced a new slate of exclusive shows coming to the platform, hosted by some big names: a travel show with Trevor Noah, a Met Gala docuseries from podcaster Alex Cooper, and a new series from Karim Rahma, the popular show’s host. subway take, And more. Pitch for advertisers: Invest in these YouTube-only series.

On the creator side, YouTube’s appeal has long been its relatively generous ad revenue split that creators earn through views. But the company has been steadily adding more and more ways for content creators to earn money, such as shopping Features and A brand center To find creators who might be a good fit for them. Advertisers also increasingly Pumping money into promotional videoswhere creators can replace brand sponsors when a campaign ends, essentially creating a billboard that is constantly updated.

YouTube represents a large portion of what people watch: 12.7 percent of all TV viewing, According to Nielsen. It also provides advertisers with more than 3 million qualified creators whose content can serve as ad space, along with built-in AI tools to help advertisers find those channels. mercy He said New York Times This week, when he started posting his series on YouTube, the company offered to help him secure sponsors for his new show (and launch his Emmy campaign). YouTube He tried to create its own original content with celebrities and internet stars in the past, but has largely failed (YouTube CEO Neil Mohan said executives “weren’t good at selecting content”). Company It seems that I realized It makes more sense as a platform for video content that creators are already making — and a place to find brands who will fund that work.

YouTube has to offer content creators something unique to keep them on the platform. Although YouTube has played a major role in the podcast world’s shift to video and is also the best platform for podcasting, some creators have jumped ship — especially to Netflix, which is building its own roster of video podcasts. In December, iHeartRadio Bringing 15 shows to Netflixincluded Breakfast Club and My favorite murder. Netflix too Fired Its first original podcasts debut in January: one hosted by comedian Pete Davidson and another with sports commentator and former NFL player Michael Irvin.