YouTube Courts Advertisers to Fund New Creator Shows Before Debut
Updated
Updated · The New York Times · May 12
YouTube Courts Advertisers to Fund New Creator Shows Before Debut
3 articles · Updated · The New York Times · May 12
Summary
Kareem Rahma will pitch his planned cabdriver interview series “Keep the Meter Running” to major marketers at YouTube’s advertiser showcase this week at Lincoln Center.
YouTube is moving beyond its usual model of sharing ad revenue after videos become hits, instead helping creators secure sponsorship money before a show premieres.
The push reflects YouTube’s effort to defend its lead as the most-watched streaming platform in the U.S., ahead of Netflix, Disney+ and other services.
Rahma said YouTube offered to connect him with advertisers after he brought “Subway Takes” to the platform last year and described a bigger-budget concept with international travel.
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The 2026 Upfronts: How AI, Streaming, and Mergers Are Transforming TV Ad Spend
Overview
The 2026 television advertising landscape is experiencing a major transformation, as highlighted in the latest Upfronts. Ad spend is shifting away from traditional broadcast and cable toward streaming and digital platforms, driven by changing consumer habits and rapid technological advancements. The industry is preparing for these changes, with new planning guides and a strong focus on Connected TV and audio. This pivot to digital-first media makes robust cross-channel performance measurement more important than ever, helping advertisers make smarter decisions. Overall, these trends signal a new era where technology and evolving viewer preferences are reshaping how TV advertising works.