GoKawiilDwyane Wade, left, and Jesse Riedel speak onstage during the YouTube Brandcast event at Lincoln Center in New York, May 13, 2026.
Among 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.