Creator content made the main stage at TV's 'upfront' pitches — and not just for YouTube
Creator content is increasingly featured in media companies' presentations to advertisers, sharing the spotlight with traditional entertainment. Advertiser spending on creator content is projected to rise significantly, reaching $44 billion this year. The shift towards streaming and the appeal of creator-led content are driving demand for ad-supported inventory.
- ▪Creator content is becoming a major focus during upfront presentations to advertisers.
- ▪Advertiser spending on creator content is expected to reach $44 billion this year.
- ▪YouTube claims the largest share of streaming viewership, accounting for 12.7% as of February.
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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.
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