Dade Hayes / Deadline
YouTube CEO Neil Mohan kicked off the 13th annual Brandcast by telling advertisers that the video platform is “at the forefront of this new era of entertainment.”
Viewers of YouTube videos are “more than just viewers. They ride or die, and fans can't miss the moment.”
Mohan appealed to Emmy voters and rule makers to encourage the idea of creators winning Emmys, repeating a proposal he recently put forward in an op-ed in Deadline's sister publication THR. “Creators are attracting audiences to the big screen because it's new Hollywood,” Mohan said. “They've got a business strategy, a writers' room, a production team. They're reimagining classic television genres, from morning shows to sports commentary. And they're inventing completely new ones. ”
Therefore, “they deserve the same praise as other creative professionals,” he added.
Living room YouTube views have increased 130% over the past three years, making YouTube a viable platform for marketers focused on the living room. Brandcasts used to take place during his NewFronts, but YouTube moved it to the week before the main broadcast, and this year Amazon and Netflix also joined in.
YouTube Chief Business Officer Mary Ellen Coe took to the Brandcast stage to announce new initiatives, including expanding the company's “creator acquisitions” by advertisers in the YouTube Select category. YouTube Select is a recently established vehicle that helps match the best brands with the best shows.
Coe pointed out that the initial takeover trial was carried out by DoorDash on “New Heights,” a popular podcast featuring NFL brothers Travis and Jason Kelce. Last season was Jason Kelce's final season in the league, but it was also the season in which Travis Kelce broke into the pop culture world thanks to his romance with Taylor Swift, which thrilled audiences. new heights. The acquisition option, piloted in 2023, will allow advertisers to work with a creator and own his 100% “voice” on the channel.