{"id":483811,"date":"2026-05-14T06:03:11","date_gmt":"2026-05-14T06:03:11","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/483811\/"},"modified":"2026-05-14T06:03:11","modified_gmt":"2026-05-14T06:03:11","slug":"youtube-dominates-tv-in-2026-brandcast-pitch-with-trevor-noah","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/483811\/","title":{"rendered":"YouTube Dominates TV in 2026 Brandcast Pitch With Trevor Noah"},"content":{"rendered":"

\n\tBy now, everyone knows that YouTube<\/a> has become a dominant streaming platform<\/a> on TV sets. But on Wednesday, the Google-owned video giant took things a step further: It is TV.<\/p>\n

\n\t\u201cWelcome to the YouTube era,\u201d YouTube CEO Neal Mohan declared after stepping on stage at the company\u2019s annual Brandcast upfront event, following a musical performance from Zara Larsson. \u201cFor decades, the entertainment industry was built on a series of bets, programming shows based on formulas and focus groups and guessing what would make an audience show up. At YouTube, we didn\u2019t wait for a focus group. We built a stage and empowered anyone with a story to find an audience.\u201d<\/p>\n

\n\tAnd some of those creators, as the company made clear, left TV to come to YouTube. That includes the evening\u2019s host: Trevor Noah.<\/p>\n

\n\t\u201cSome of you may recognize me from stand-up comedy. Some of you may recognize me from my podcast. Some of you might recognize me from The Daily Show. Some of you might recognize me from the Grammys,\u201d Noah told the crowd. \u201cBut there is one place where you definitely see me, and that\u2019s on YouTube. These days, everything is on YouTube, everything. Sports, entertainment, interviews, podcasts, you name it.\u201d<\/p>\n

\n\tBut while other companies in upfront week turned their presentations into glorified brand celebrations of everything, with movies and TV shows and theme parks, YouTube did something decidedly old-school: It announced a slate of new shows, from some of its top creators, and asked media buyers to get in on the action.<\/p>\n

\n\t\u201cAn exclusive opportunity with a select group of entertainment of creators,\u201d YouTube chief business officer Mary Ellon Coe said, calling it a \u201cfirst for the Brandcast stage.\u201d <\/p>\n

\n\t\u201cA whole new slate of creator shows that you can actually be a part of,\u201d she added. Trevor Noah, Alex Cooper, Jesser and this is just to name a few. They could\u2019ve gone anywhere and they chose YouTube. They chose YouTube to build a home for their most exciting content.\u201d<\/p>\n

\n\tAnd the shows announced underscored the unique proposition that YouTube has to offer: it includes creators who started filming stuff on their own and turned that into franchises or even entire media companies, like Jesser (who announces Pros vs. YouTubers), Quen Blackwell (Feeding Starving Celebrities 2.0), Dude Perfect (Squad Games) and Alex Cooper, who unveiled an entire slate of shows for her Unwell Network, including Met Gala docuseries Before the Steps, the competition series Pot Stirrer and microdrama Holiday Hard Launch.<\/p>\n

\n\t\u201cLegacy media spent decades deciding who we should watch. Their problem is this generation stopped asking for permission,\u201d Cooper told the crowd. \u201cNetworks didn\u2019t lose this audience. They never had her. And she doesn\u2019t just watch she shows up, not because of an algorithm. It\u2019s her choice. Her loyalty is not bought. It\u2019s earned. This is why I built a new slate of shows for the Unwell Network exclusively on YouTube. Unwell is what happens when you stop making content for women and you start making it with them. We could be anywhere, but we showed up where she already was. You too.\u201d<\/p>\n

\n\tKareem Rahma of Subway Takes unveiled a new show called Keep the Meter Running.<\/p>\n

\n\tBut it also underscores how the platform has become the place where the already-famous come to engage and grow their fandoms. Noah announced Trevor Noah\u2019s World Tour, while former NBA superstar Dwyane Wade announced a new season of his show, Fly on the Wall. Soccer star Erling Haaland is planning a World Cup docuseries and a competition series for the fall called Erling\u2019s Gauntlet.<\/p>\n

\n\tSure, YouTube had plenty of tech upgrades, like buy with Google Pay, which will let YouTube viewers on TV buy a product with two clicks, multimodal video creation tools and an affiliate boost program, but the platform\u2019s overarching message was one of confidence and optimism in a week where it felt like legacy media (with the exception of Disney) had truly slipped behind the digital upstarts for good.<\/p>\n

\n\tSo when YouTube ended Brandcast with a set from superstar singer Chappell Roan, it had some extra muscle behind it: She was creating for YouTube years before she became famous.<\/p>\n

\n\tWhile everyone else was touting their brands and playing catch-up to the ad tech Google already has, YouTube made it clear that the next generation of consumers and creators has made their choice already, so the ad dollars should continue to follow.<\/p>\n","protected":false},"excerpt":{"rendered":"By now, everyone knows that YouTube has become a dominant streaming platform on TV sets. But on Wednesday,…\n","protected":false},"author":2,"featured_media":483812,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[268],"tags":[434,18,117,19,17,203039,121],"class_list":["post-483811","post","type-post","status-publish","format-standard","has-post-thumbnail","category-celebrities","tag-celebrities","tag-eire","tag-entertainment","tag-ie","tag-ireland","tag-upfronts","tag-youtube"],"share_on_mastodon":{"url":"","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/483811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/comments?post=483811"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/posts\/483811\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media\/483812"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/media?parent=483811"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/categories?post=483811"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ie\/wp-json\/wp\/v2\/tags?post=483811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}