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YouTube Unveils New Creator-Hosted Shows at Advertiser Event
The platform unveiled a slate of original series including a Trevor Noah travel show, an Alex Cooper Met Gala documentary and a new Kareem Rahma project. YouTube highlighted its 12.7 percent share of TV viewing and more than 3 million eligible creators as it courts advertisers. The announcements come as competitors like Netflix expand into video podcasts.
May 13, 3:49 PM·2m read1 source
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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.
