YouTube is partnering with creators — and sponsors — with shows

In the ongoing battle for innovation, YouTube is positioning itself as the link between creators and advertisers — and selling creators not only the future of social media, but also advertising, TV, advertising, and entertainment more broadly.

At the company’s annual meeting in New York on Wednesday, YouTube introduced new shows coming to the platform, with big names: a travel show with Trevor Noah, a series of Met Gala articles from podcaster Alex Cooper, a new series from Kareem Rahma, the director of the popular show. Subway lines, etc. More advertisers: Invest in these exclusive YouTube listings.

On the side of content creators, YouTube’s appeal has been the distribution of revenue that creators earn through viewership. But the company has gradually added more ways for developers to make money, such as to buy form is branding space to find manufacturers who may be suitable for them. Advertisers are also getting more involved losing money in sponsored videoswhere developers can switch with advertisers after the campaign ends, creating a banner that is updated regularly.

YouTube accounts for the largest share of viewership: 12.7 percent of TV viewing, according to Nielsen. It also provides more than 3 million qualified advertisers with content that is like an ad platform, as well as built-in AI tools to help marketers find those channels. Rahma he said The New York Times this week when he started posting his videos on YouTube, the company offered to help him find sponsors for his new show (and improve his Emmy campaign). YouTube you have tried creating content with famous and well-known people on the Internet in the past, but it was very difficult (YouTube CEO Neal Mohan has said that the authorities “were not able to choose the content”). The company seems to have noticed that it makes sense for it to be a platform for the videos that creators are already making – it’s a place to find models that can work.

YouTube needs to offer creators something special to keep them on the platform. While YouTube has played a major role in the world’s video revolution and is also a top podcast platform, other developers have jumped on the bandwagon – notably Netflix, which is developing its own slate of video content. In December, iHeartRadio brought 15 shows to Netflixincluding The Breakfast Club and My Favorite Killing. Netflix as well he started his first podcasts in January: one hosted by comedian Pete Davidson and another by sports commentator and former NFL player Michael Irvin.