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Trending The Market
Content Creators Are The New TV Stars… And YouTube Is Their Network
At this year’s TV upfront, YouTube’s presentation made something loud and clear: the platform should be treated the same as any other premium network and its creators are the true TV stars of today.
The Big Pitch: At YouTube’s Brandcast, CEO Neal Mohan wanted to communicate one big idea to Madison Avenue — partnering with creators should be your media strategy. Based on the metrics, he couldn’t be more right.
The Fine Print: The company is now allowing brands to buy ad inventory and sponsorships for specific shows on the streamer… just like normal TV.
The presentation showed off new shows from native YouTube talent like Kareem Rahma (SubwayTakes), Dude Perfect (Squad Games), Quen Blackwell (Feeding Starving Celebrities), and all things MrBeast.
It also brought out celebrities that have chosen YouTube as their new home, like former The Daily Show host Trevor Noah (Trevor Noah’s World Tour) and NBA star DwyaneWade (Fly on the Wall).
It ended with a performance by superstar artist Chappell Roan, who in and of herself is a big pitch for YouTube — she built her following on the platform before her breakout success.
The work these creators are making is premium-quality storytelling, built specifically for the audiences that live on YouTube. By walking on that stage, those creators are sending a signal that they’re choosing to stay there.
The Analysis: YouTube’s presentation wouldn’t matter if it didn’t have the data to back it up… and that’s exactly what it has.
As of November, YouTube reached over 244 million people 18+ across all devices in the U.S. (91% of the population).
Per data from Nielsen, it’s been the most-watched streaming platform for the past three years.
And as of January, it commands 12.5% of TV viewing — more than any other service.
And, of course, YouTube separates itself from the pack by being a technology leader, and that’s no different when it comes to advertising. At Brandcast, the company announced several new ways to advertise on the platform, giving brands plenty of options to partner with creators across their content.
Essentially, brands now have structured, scalable, premium-feeling on ramp to creator collaborations… ensuring maximum reach to the customers you want.
Together with Consumable
Audio For The Outcomes Era
Most media plans treat audio as a few line items: a streaming buy, maybe a podcast sponsorship. But the audio ecosystem is far bigger than that… and much of it is going untouched.
Mobile apps, addressable podcast audiences, and creator-led content extended across platforms — these are spaces where attention is intentional and trust already exists.
Consumable opens up that ecosystem.
The tool helps you reach 210M+ Comscore-verified monthly users across formats and channels.
It’s powered by listener intelligence, precision targeting, and modern identity infrastructure.
Every audio impression is measurable, addressable, and tied to real outcomes.
Consumable lets brands reach audiences wherever they listen, with the same precision and accountability marketers expect from their best digital channels.
Through immersive ad experiences that combine audio, visuals, and interactivity, brands can finally turn listening into engagement and business impact.
Building The Stack
Disney Wants Some Creator Magic
During his first earnings call, new Disney CEO Josh D’Amaro signaled to Wall Street that the Mouse House is doubling down on content creators and short-form vertical video. A TikTok-style feed called “Verts” is already “driving deeper engagement” with the company’s IP, while its influencer-focused “Creator Collection” is connecting younger audiences with new franchises. D’Amaro is making a good bet that digital content is what feeds the flywheel and develops new fans.
Clipping Multiplies Creator Reach
If you’ve noticed an increase in clips of long-form videos being shared across social platforms these days, you’re not alone. Many creators are recruiting “clipping” armies to flood feeds with videos that supercharge viewership and break through the cultural clutter. It might irk some viewers, but this is the new strategy for virality in the brand-creator economy.
Markiplier Turns Himself Into An Indie Film Studio
Popular YouTuber Markiplier (real name: Mark Fischbach) beat the Hollywood odds this year by turning his self-funded feature film, Iron Lung, into a bonafide hit — $51 million at the box office on a $3 million budget. With its theatrical run finished, Markiplier unsurprisingly wanted to put his movie up for sale on YouTube… but that’s when he hit the company’s roadblock of needing an “official approved aggregator” behind it. So, the creator has negotiated to turn himself into the studio that could back the movie’s paid-digital rollout, and now wants to service other creators’ filmmaking dreams.
Have you interacted with ads on YouTube?
Social Updates
YouTube announced that users watch two-billion hours of Shorts on TV each month.
Instagram has rolled out a new disappearing-content feature called “Instants” that’s like Snapchat meets BeReal.
TikTok is expanding its partnership with Vistar Media to put advertising on the platform onto IRL billboards.
TikTok has recruited 30 creators from four different continents to be its Creator Correspondents for the FIFA World Cup.
X will now let users look back at all of their bookmarks, likes, videos, and articles all in one streamlined hub called “History.”
Twitch is opening up its monetization tools to all eligible creators anywhere in the world.
Wrapping Up
Another week in the books. We hope the signal was worth your time.
Now, before you close this tab, we want you to know that we have an announcement coming in next week's issue.
For now, we'll just say this: if you're a decision-maker in the brand-creator economy, you're going to want to be the first to know. We've been building toward something, and it's almost time to share it.
— The Authentic Team