YouTube has announced a range of initiatives designed to attract more dollars to TV ads on its brandcast platform, its annual initial event for advertisers. In particular, the video service owned by Google is expanding its relationship with the NFL and plans to transmit only the first game of the First Friday of the NFL of the 2025-2026 season. A new way for creators to reach the public who observes YouTube on TV through TV programs that is easily organized and two -speeded is also preparing to pilot.
The latter was announced for the first time at the Made on YouTube in YouTube last September, in which the CEO Neal Mohan explained that the creators who made most of their revenues on television screens increased by more than 30% on an annual basis. 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” television show.
In addition to the new efforts on “TV Shoppable” and tools that allow advertisers to direct important cultural moments such as the Premium Season or the PGA championship, for example, the company is again sending a message to advertisers who are not just an online video service, in reality it is the way people watch “TV”.
As part of his NFL agreement, YouTube says that he will broadcast exclusively the first game on Friday hosted in San Paolo, Brazil, to a world audience. This scores the first time that YouTube served as a broadcaster live for the NFL, he observes. (In the United States, the game will be available for YouTube TV subscribers.) The company stressed that last year users saw over 350 million hours of NFL content on the platform, according to its internal data, and had obtained over 6 million live views when it has streamed the football match of the NFL Super Bowl Lix. His agreement expanded with the NFL will see him streaming that football match for several years to come.
For creators, the YouTube tone focuses on bringing their content into the living room.
Hundreds of creators will be part of the initial driver, who should launch in the United States this summer, which will allow them to organize their content in a visualization experience designed for the big screen. Creators such as the challenge of Michelle Khare accepted and good mythical morning with Rhett & Link will use the new tools to transform their content into “seasons” and “episodes”, to make their content more bingiable on TV.
The company is also implementing ways to shop from YouTube with QR codes and other sending features on the phone and will look for Gemini to combine ads with popular and relevant content.
During Brandcast, YouTube characterized various cases of brands of brands such as Volvo, Inspire Brands (Dunkin ‘), Hilton and State Farm, who used his advertiser tools to reach their audience. He also reminded the marketing experts that YouTube was the number 1 in the time streaming of watches in the United States for more than two years, putting it in front of Netflix, Disney and first videos starting from March 2025. The company has also advertised its most recent attention on podcasts, where she now sees over 1 billion users of monthly active podcasts.
