How YouTube Is ‘Redefining’ Entertainment

Ink Drop/Shutterstock OoddySmile Studio/Shutterstock Remix by Caterina Rose

When it comes to the streaming wars, there’s only one winner. And it might not be who you expect. Per Neilson’s total TV and streaming report, YouTube has reigned supreme as the number one streaming service for Americans since 2023. And that’s why, according to YouTube CEO Neal Mohan, the platform is “redefining what TV looks like” and “helping creators reach new heights.” 

‘There’s only one YouTube’

On Wednesday 15 May, the platform held its annual Brandcast at the Lincoln Center’s David Geffen Hall in New York. According to Variety, the event featured a banner reading: “With millions of creators, billions of fans and all the content we love most, there’s only one YouTube.”

During the event, the company announced the official launch and expansion of the YouTube Select Creator Takeover. This scheme allows advertisers to run ads on a creator’s channel exclusively. It encompasses the top 1% of creators on the platform, and started life as a pilot at the end of 2023.

“Our creators are the future of entertainment,” YouTube chief business officer Mary Ellen Coe said at the Brandcast. “We’re adding more of our incredibly talented creators [to the program], including many you’ve seen here tonight, so you have even more choice when deciding which creators you want to work with.”

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