YouTube Caps Off 2025 Upfronts Week with Star-Studded Brandcast at Lincoln Center

“YouTube has become the epicenter of culture,” said CEO Neal Mohan, pictured above. “And I don’t mean short-lived fads or a one-off hit show. I mean culture with a capital ‘C.’ The place where day after day, year after year, the events, conversations and voices that define the moment break through.”

This year’s Brandcast focused heavily on how brands can embed themselves in cultural moments through new advertising innovations, while reinforcing YouTube’s unmatched reach and engagement across platforms and devices.

Innovations for Advertisers

Among the biggest announcements was the launch of Cultural Moments Sponsorships, giving advertisers prominent placement during major events like the PGA Championship, award shows, and seasonal tentpoles. This builds on YouTube’s increasing role in live event coverage -- including the reveal that the NFL’s Friday night Kickoff Weekend game in Brazil will be available globally on YouTube, for free and with no subscription.

Another tech-driven innovation is Peak Points, a new ad product powered by Google’s Gemini AI. It identifies the most engaging moments in content and places brand messaging where viewer attention is highest. Combined with Masthead on CTV and Shoppable CTV, YouTube continues pushing the envelope for ad formats tailored to the big screen, now the platform’s dominant viewing experience.

“YouTube is already where the viewers are and where the action is,” said Google President Sean Downey. “If we’re asking you to do one thing today, it’s to think more like your audience. Think YouTube first.”

Creator Economy on Center Stage

Celebrating two decades of creator-led content, Brandcast featured appearances by YouTube megastars who’ve redefined the entertainment landscape. MrBeast joined Mohan on stage to reflect on his meteoric rise and led a tug-of-war between audience members and former NFL players Rob Gronkowski and Julian Edelman.

Sean Evans, the host of Hot Ones, recounted the origins of his show and how YouTube transformed it into a cultural phenomenon. Sports content creator iShowSpeed (Darren Watkins Jr.) announced a new series, Speed Goes Pro, which promises fans behind-the-scenes access to the lives of professional athletes.

“YouTube creators aren’t just influencers — they are studios, brands, and icons,” said YouTube Chief Business Officer Mary Ellen Coe, pictured above, who highlighted that 82% of U.S. viewers say YouTube has the most trusted creators, and that the platform ranks #1 in viewer preference among video platforms.

Looking Ahead

From creator-driven entertainment and sports to new AI-powered ad tools and shoppable formats on connected TVs, YouTube made clear that it’s not simply keeping up, it’s setting the pace. With viewing on TV screens now surpassing mobile, YouTube's evolution reflects how audiences want to consume content and how brands can best reach them.

As Mohan summed up, “Today, YouTube is where culture lives and that’s where your brand should live too.”

The cherry on top of the impressive evening presentation was a stadium-worthy performance by Lady Gaga, featuring recent hits like “Abacadabra,” “Perfect Celebrity,” and “How Bad Do You Want Me,” from her chart-topping album "Mayhem". The pop sensation will soon embark on a world tour.

Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.