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 | 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. …