Creator Content Featured in Media Upfront Presentations to Advertisers

Media companies presented creator content as a growing category during their annual upfront pitches to advertisers this week. The presentations included both traditional live sports and entertainment programming as well as videos from YouTube stars and influencers in cooking and home improvement genres.

Ad spending on creator content totaled $37 billion in 2025 and is expected to reach $44 billion this year, according to a report from the Interactive Advertising Bureau. YouTube hosted its Brandcast event on Wednesday at Lincoln Center in New York, featuring personalities including YouTuber Jesse Riedel, comedian Trevor Noah, and podcast host Alex Cooper.

Legacy media companies also incorporated creator content into their presentations. Fox Corp. and Warner Bros. Discovery noted the use of personalities from unscripted food and home improvement shows already on their platforms. Amazon's Prime Video highlighted a multiyear deal with Oprah Winfrey to distribute "The Oprah Podcast" on audio and video platforms, along with rights to a library of her past content.

Angie More, head of creator advertising partnerships at Amazon, said creators seek to reach audiences across video and social platforms.

Albert, managing director of YouTube Solutions, said creators produce relevant programming and that advertisers recognize the trust communities place in them. Julie Clark, senior vice president of media and entertainment at TransUnion, said the line between studio-led content and creator content is merging.

4 percent. The shift toward streaming has increased demand for ad-supported inventory that can reach younger audiences.