YouTube Unveils New Creator Shows and Ad Tools at 2025 Brandcast
YouTube held its annual Brandcast upfront presentation in New York on Wednesday, unveiling a slate of exclusive new shows from prominent creators alongside fresh advertising tools for brands.
Event Details
"We are entering what I call 'the YouTube era.'" — YouTube CEO Neal Mohan
Hosted by Trevor Noah, the event featured musical performances by Zara Larsson and Chappell Roan. YouTube CEO Neal Mohan addressed the audience, stating the entertainment industry was historically built on formulas and focus groups, while YouTube operates differently.
New Content Announcements
A series of new and returning shows were announced:
- Kareem Rahma (Subway Takes): Keep the Meter Running – a series where Rahma takes a yellow cab to the driver's favorite place.
- Quenlin Blackwell: Feeding Starving Celebrities 2.0 – a relaunch inviting celebrities into her kitchen.
- Alex Cooper (Call Her Daddy, Unwell Network): Multiple projects including:
- Pot Stirrer – a Thanksgiving dinner social experiment miniseries
- New microdramas
- Before the Steps, a docuseries about the Met Gala scheduled for spring 2027
- Jesser (40 million subscribers): Pros vs. YouTubers
- Dwayne Wade: Second season of Fly on the Wall
- Julian Shapiro-Barnum: Celebrity Substitute season 3 (June 3) and Outside Tonight (June 17)
- Cleo Abram: New episodes of Huge If True, including an episode about research in Antarctica
- Trevor Noah: Trevor Noah's World Tour
- Dude Perfect: Squad Games
- Erling Haaland: World Cup docuseries and competition series Erling's Gauntlet
Advertising and Monetization
YouTube announced a new advertising opportunity for brands to sponsor exclusive creator shows. According to YouTube chief business officer Mary Ellon Coe, this marks the first time such an opportunity has been presented at the Brandcast stage.
Additional monetization updates include:
- Two-click purchase functionality via Google Pay on TV
- Multimodal video creation tools
- An affiliate boost program
YouTube offers creators multiple revenue streams, including ad revenue sharing and shopping features. The platform also operates a hub connecting brands with creators. According to YouTube, over 3 million creators are eligible as advertising space, with AI tools available to assist brands in channel discovery.
Platform Metrics
YouTube now accounts for 12.7% of total television viewing, according to Nielsen data.
CEO Neal Mohan stated that the company was previously "not good at picking content," leading to a shift in strategy toward supporting creator-made content.
Industry Context
Some creators have moved to Netflix, which is expanding its video podcast offerings. In December, iHeartRadio brought 15 shows to Netflix, including The Breakfast Club and My Favorite Favorite Murder. Netflix launched original podcasts in January hosted by Pete Davidson and Michael Irvin.
Statements
"Networks didn't lose this audience. They never had her." — Alex Cooper
Alex Cooper stated that the industry "spent more than 20 years calling itself an audio business just became video." She also said her Unwell Network creates content "with women, not for them."
"Everything is on YouTube, everything." — Trevor Noah
Chappell Roan noted that she created content on YouTube before becoming a professional musician.