YouTube announced a series of initiatives designed to attract more dollars advertising TV on its Brandcast platform, its annual upper event for advertisers. In particular, Google owned video service is expanding its relationship with NFL and plans to broadcast exclusively the first Friday game of the 2025-2026 season. Also preparing to pilot a new way for the creators to reach the audience watching YouTube on TV through easily organized television shows and foreheads.
The latter was first announced at the YouTube event on Youtube last September, where CEO Neal Mohan explained that the creators who made most of their income on TV screens was more than 30% year by year. A new feature offered to select creators in the pilot program will allow them to organize their content in seasons and episodes – just like a “real” TV show.
In addition to new efforts about “TV Shoppable” and tools that allow advertisers to aim for big cultural moments such as the price season or the PGA championship, for example, the company is once again sending a message to advertisers that it is not only a video service online, but it is actually the new way people watch “TV”.
As part of its NFL deal, YouTube says it will exclusively broadcast Friday’s first match organized in São Paulo, Brazil, for an audience worldwide. This marks the first time Youtube has served as a live broadcaster for NFL, notes. (In the US, the game will be available for Youtube TV subscribers.) The company stressed that users last year watched over 350 million hours of NFL content on the platform, according to its internal data, and had attracted over 6 million live views when broadcasting the NFL Super Bowl Lix Flag football game. Her extended NFL deal will see her broadcasting that flag football game over many years.
For creators, the Youtube field focuses on bringing their content to the living room.
Hundreds of creators will be a part of the beginner pilot, which is expected to launch at the US this summer, which will allow them to organize their contents into a viewing experience created for the big screen. Creators like Michelle Khare’s challenge admitted and good mythical breakfast with Rhett & link will use new tools to turn their content into “seasons” and “episodes” to make their contents more enjoyable on TV.
The company is also drawing ways to buy from YouTube with QR codes and other sending-in-phone functionality, and will look at the Gemini to match advertising with the popular, relevant content.
During Brandcast, YouTube presented various cases of brands such as Volvo, Inspect Brands (Dunkin ‘, Hilton and State Farm, who used its advertiser tools to reach their audience. He also reminded the traders that youtube was no. 1 Prime Video since March 2025. The company also sought its latest focus in Podcast, where she now sees useful monthly podcast users.
