Creator content made the main stage at TV's 'upfront' pitches — and not just for YouTube

Dwyane Wade, left, and Jesse Riedel speak onstage during the YouTube Brandcast event at Lincoln Center in New York, May 13, 2026. Mike Coppola | Getty Images Among the live sports and entertainment shows that carried media companies' presentations to advertisers this week, another pitch kept popping up: creator content. …