YouTube Unveils New Creator-Hosted Shows at Advertiser Event

YouTube announced a new slate of exclusive shows at its annual advertiser event in New York on Wednesday, positioning the platform as a connector between creators and brands across TV, streaming and entertainment. The announced shows include a travel show hosted by Trevor Noah, a Met Gala documentary series from podcaster Alex Cooper and a new series from Kareem Rahma, host of the show Subway Takes.

YouTube held the event in front of a room full of brands and advertisers, pitching investment in the YouTube-only series.

7 percent of all TV viewing according to Nielsen. It offers advertisers more than 3 million eligible content creators whose channels can serve as ad space, along with built-in AI tools to match brands with appropriate channels. The company has added shopping features and a hub for brands to find creators.

Advertisers are also increasing spending on sponsored videos that allow creators to rotate brand sponsors after campaigns end. Kareem Rahma told The New York Times this week that when he started posting his series on YouTube, the company offered to help him secure sponsors for his new show and spin up his Emmy campaign. YouTube CEO Neal Mohan has said executives weren’t good at picking content.

YouTube has tried to make its own original content with celebrities and internet stars in the past but largely failed. The company now focuses on supporting video content that creators are already making and connecting them with brands to fund that work. YouTube is the top podcast platform and played a major role in the podcast world’s pivot to video.

Some creators have nevertheless moved to Netflix, which is building its own slate of video podcasts. iHeartRadio brought 15 shows to Netflix in December, including The Breakfast Club and My Favorite Murder. Netflix launched its first original podcasts in January: one hosted by comedian Pete Davidson and another with sports commentator and former NFL player Michael Irvin.

The Verge reported that in the ongoing fight for content and talent, YouTube is marketing its creators not just as the future of social media but also of advertising, TV, streaming and entertainment more broadly. The article was written by Mia Sato and published on May 13, 2026, at 9:30 PM UTC.