Podcast

In this episode, Josh gives us an inside look from the David Geffen Theater at Lincoln Center after attending YouTube Brandcast. We discuss how YouTube is packaging creator-led shows for legacy advertisers , new shopping features on connected TVs , and the fighting spirit of YouTube executives taking aim at other platforms.What you'll learn:– Household name advertisers grew their creator sponsorships by 189% in 2025.– YouTube is packaging upfront shows for creators like Alex Cooper and Dude Perfect.– A new ad product allows viewers to buy items in two clicks via Google Pay on connected TVs.– LTK announced a new creator program for social commerce with Target.00:00 Welcome to Creator Upload00:42 Gospel Stats in the Wall Street Journal04:13 YouTube BrandCast at Lincoln Center07:53 Packaging creator shows for legacy advertisers11:24 New creator shows coming to YouTube15:44 YouTube executives adopt a fighting attitude17:54 Why you can't optimize into desire19:28 Two-click shopping on connected TVs21:01 Target and LTK social commerce partnership22:28 Mental health benefits of leaving Instagram22:45 TikTok Go travel booking programCreator Upload is your creator economy podcast, hosted by Lauren Schnipper and Joshua Cohen.Follow Lauren: https://www.linkedin.com/in/schnipper/Follow Josh: https://www.linkedin.com/in/joshuajcohen/Original music by London Bridge: https://www.instagram.com/londonbridgemusic/Edited and produced by Adam Conner: https://www.linkedin.com/in/adamonbrand