YouTube Brandcast Regulars Like MrBeast And Dude Perfect Slated For Separate Creator Upfront
YouTube's annual Brandcast event for advertisers presents top creators as vehicles for commercial messages. This year, the growth of the sector has enabled MrBeast, Dude Perfect and other top-tier creators to get a spotlight for marketers independent of YouTube's event.
Spotter Showcase, named after creator-focused tech and licensing firm Spotter, will be held in New York City on March 27. About 150 marketing and advertising execs are expected to attend. The timing puts it several weeks before Brandcast and the dozen or so media, streaming and digital upfront presentations slated for New York in May.
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Confirmed to participate are MrBeast, Dude Perfect, Kinigra Deon, Ryan Trahan, Rebecca Zamolo, Jordan Matter, and other creators who have often been featured in the past during Brandcast. Conversations will be led by fellow YouTubers Colin & Samir, who are also producing the event alongside Spotter.
The creation of the Spotter Showcase attests to the steady growth of viewership on YouTube, which routinely outdoes Netflix and other streamers, commanding more than 10% of all viewing through a TV set on a monthly basis, according to Nielsen. YouTube last month revealed that viewing through a TV screen now exceeds viewing on mobile and laptops, a landmark reversal of the longtime use case for the Google-owned video giant.
At the same time, with traditional linear viewing declining along with the number of pay-TV households, the glitzy blitz of upfronts that used to pack the calendar between February and May has thinned noticeably. Paramount Global no longer stages an annual in-person upfront, hosting smaller-scale client dinners instead, and The CW has also has vacated its longtime perch due to cost cutting at parent Nexstar Media. While other traditional media companies have continued the ritual, they now face stiffer competition during the main upfront week from deep-pocketed tech firms Amazon, Netflix and YouTube.
Creators at the Spotter event will detail their content calendars, formats, tentpole series, audience data, and development plans, giving marketers an up-close look at creator-driven and long-form YouTube entertainment. Added together, the channel proprietors scheduled to be part of the showcase drew more than 77 billion minutes of viewing in the U.S. among adults 18 to 24.
'Spotter Showcase will help brands reach today's top YouTube Creators, giving them direct access to the voices shaping culture and driving consumer engagement. 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,' Spotter founder and CEO Aaron DeBevoise said.
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