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YouTube Upfront: CEO Says It’s ‘Redefining’ TV, Platform Launches Ad Takeovers for Top 1% of Creators

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Todd Spangler NY Digital Editor YouTube‘s message to Madison Avenue: The video giant isn’t like traditional TV — it’s bigger, with literally billions of viewers, and better at targeting relevant audiences.

At its annual Brandcast event, held Wednesday during the TV biz’s upfronts week, YouTube drilled home massive scale. On average, viewers watch more than 1 billion hours of content on TV screens daily.

According to Nielsen’s total TV and streaming report for the U.S., YouTube has had the No. 1 share in streaming watch-time every month on American TVs since February 2023. “We’re redefining what TV looks like, helping creators reach new heights and using AI to expand creativity,” said YouTube CEO Neal Mohan (pictured above), kicking off the evening’s event Wednesday.

With so much tonnage of content, YouTube is now trying to make it easier to tap into the crème de la crème. The platform announced the formal launch and expansion of YouTube Select “Creator Takeovers,” which will let advertisers buy out the inventory on channels representing top 1% of content on the platform.

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