In this articleFOXGOOGLWBDNFLXFollow your favorite stocksCREATE FREE ACCOUNTDwyane Wade, left, and Jesse Riedel speak onstage during the YouTube Brandcast event at Lincoln Center in New York, May 13, 2026.Mike Coppola | Getty ImagesAmong the live sports and entertainment shows that carried media companies’ presentations to advertisers this week, another pitch kept popping up: creator content. The category of videos, which can amass millions of views on Google’s YouTube and other social media platforms, is increasingly sharing the stage with traditional Hollywood offerings during the annual presentations known as “upfronts.” Creator content is already taking a big share of advertiser dollars. In 2025, advertiser spending on the genre reached $37 billion, according to a recent report from the Interactive Advertising Bureau. This year, it’s expected to reach $44 billion, the report found. “They are this generation’s storytellers, tastemakers and stars, producing the most relevant and engaging programming on the planet,” said Brian Albert, managing director of YouTube Solutions. “And advertisers have recognized that they don’t just have large audiences, they have communities that trust them. It’s why they want to partner with them now, more so than ever.”The shift to streaming over traditional TV has led sports, especially the NFL, as well as live events to beckon the highest ad rates — especially when media companies are paying hefty premiums for the live rights. With streaming, however, advertisers get more bang for their buck, industry executives have told CNBC. That’s true whether it’s a simulcast sporting event on streaming platforms or the exclusive rights to video podcasts or children’s programs like “Ms. Rachel.” Those economics — combined with the need to capture elusive, younger audiences — are spurring demand for ad-supported inventory, and opening the door to more creator-led content on traditional platforms.YouTube claims the biggest share of streaming viewership, per Nielsen’s monthly reports known as “The Gauge.” As of February, the platform accounted for 12.7% of streaming viewership, with Netflix coming in second at 8.4%. The company hosted its pitch to advertisers — what it calls its Brandcast — on Wednesday, featuring personalities like YouTuber Jesse “Jesser” Riedel, comedian Trevor Noah and podcast host Alex Cooper. While digital stars are commonplace in YouTube’s realm, this year they played a larger role even at traditional media and streaming companies. Warner Bros. Discovery, Fox Corp. and Amazon’s Prime Video were among the companies that noted the integration of creator content on their platforms. “Where there used to be a distinct difference between studio-led content and creator content, it’s merging into a singular view,” said Julie Clark, longtime ad industry executive and senior vice president of media and entertainment at TransUnion. “If you look at the rise of things like long-form video podcasts, to quick-hitting tutorials, there is an understanding that the content landscape has shifted dramatically,” she added. “This is absolutely changing how upfronts are contemplated and activated.” Legacy media creatorsLast year, it was video podcasts making their way to more upfront stages — an early indicator that viral online content was joining the traditional fray. “The landscape has changed so much over the past year. Podcasting is now pretty 360, meaning you get some of your content watching long-form on video platforms, and then a lot of people are starting to consume more short and mid-form on social platforms,” said Angie More, head of creator advertising partnerships at Amazon. “We’re seeing creators want to take advantage of reaching their audiences everywhere,” More said. Amazon’s Prime Video once again highlighted a major video podcast deal at its presentation this week. Oprah Winfrey took the stage to promote her recent multiyear deal with the company to distribute “The Oprah Podcast” on both audio and video. The deal also includes the rights to a library of her past content. Oprah Winfrey on “The Oprah Podcast.”Courtesy: Harpo EntertainmentFor companies like Fox and Warner Bros. Discovery, which have long histories of studio-made content, they’ve begun to lean into creator content through personalities that are already mainstays on their platforms — particularly those in unscripted food and home improvement shows. WBD has been working with creators and influencers for years, …
