Media wrap: What should we make of YouTubers hosting their own Upfronts?
Reports last week in the US said some of the world's biggest YouTubers were planning to host their own TV style Upfronts.
Go Deeper: Among those set to appear at creator talent firm Spotter's showcase are: MrBeast, Dude Perfect, Ryan Trahan, Kinigra Deon, Rebecca Zamolo, Jordan Matter. YouTubers and creator economy experts Colin & Samir are set to host the event, which will have more than 150 major US CMOs in the room.
What they said: “Spotter Showcase will help brands reach today’s top YouTube Creators, giving them direct access to the voices shaping culture and driving consumer engagement,” added Spotter CEO and Founder Aaron DeBevoise.
“It’s not just about ad placements — it’s about deep consumer attention and fostering authentic collaborations that give brands access to the unrivaled scale, trust, and engagement of Creator audiences.”
What has been the reaction: Deadline notes that YouTube has long held its own Upfronts—Brandcast—both in the US and other markets such as Australia. "YouTube and Spotter work closely together, so the new event isn’t a direct competitor of Brandcast – an increase in advertising on YouTube is the shared goal of both events. But its creation is a sign of change in the media landscape," writes Dade Hayes.
Tubefilter notes this isn't the first time we've seen digital players break off with their own event, noting the similarity between this and the New York Newfronts, where digital players have long presented during a week-long Upfronts in May.
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