YouTube will let creators swap in and out brand deals

Flexible ads, multi-format broadcasts, and more.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

September 17, 2025   |   Read Online TOGETHER WITH It's Wednesday and here are five words we didn't expect to write in 2025: LimeWire just bought Fyre Festival. Today's News 💸 YouTube caters to brands 🔞 Lawmakers pursue age verification 🎙️ YouTube revamps livestreaming 👗 The D'Amelio sisters hit Roblox 🗓️ The TikTok ban gets delayed MADE ON YouTube is getting dynamic ad insertion, letting creators swap in and out brand deals The ad product: At its annual Made On presentation, YouTube revealed that it paid out $100 billion to creators, artists, and media companies between January 2021 and December 2024. Now, the Google-owned hub is looking to help creators grow their earnings even further with the help of several new products, including dynamic ad insertion for branded segments of long-form videos. Testing for those dynamically-inserted spots (which will allow creators to swap out their ad reads and resell ad space within videos once deals with brands are fulfilled) is set to begin with select creators at the beginning of 2026 Dynamic ad insertion gets its inspiration from the podcasting world, where it has already become a key ad format. YouTube is looking to benefit all long-form creators with this product development, but the company is also looking to build on its growing presence as a hub for audiovisual shows. According to data shared at Made On, YouTube users now consume more than 100 million hours of podcasts each day. The Shopping updates: As YouTube builds out its ad suite, it's also keeping direct purchases in mind. Updates to shoppable URLs will let creators link out to brand websites from their Shorts, and automated timestamps will ensure that product tags in videos will show up at the proper moment. For the 500,000 creators enrolled in YouTube Shopping globally, those tools will provide flexibility. For everyone else, an update to YouTube's merch platform will let creators rope off exclusive merch for top viewers. The AI infrastructure: AI is another integral factor in YouTube's strategy to up creator earnings. As outlined at Made On, the platform is employing its Gemini model across multiple facets of its business, from content creation (through an AI-powered tool that turns podcast clips into Shorts) to analytics (via an Ask Studio that will deliver AI-generated statistical insights) and security (with a likeness detection tool that will help creators battle deepfakes). 🌟 SPONSORED 🌟 Gushcloud is empowering creators with Golden Visas Gushcloud International—a global creator management and licensing company powered by AI—is doubling down on its mission of empowering creators by supporting the newly expanded UAE Golden Visa program for creators. Through its partnership with Abu Dhabi Investment Office (ADIO) in the Middle East, Gushcloud will help creators secure 10‑year renewable residency—enabling influencers, filmmakers, podcasters, visual artists, writers, and other digital entrepreneurs to live and work from the UAE without the need for a local sponsor.  Golden Visa recipients also benefit from… Family sponsorship Full business ownership Access to world‑class infrastructure A tax‑free environment And dedicated support through Gushcloud's Global Creator Hub based in Abu Dhabi.   Gushcloud aims to attract, nurture, and provide enterprise opportunities for top-tier creative talent—aligning with Abu Dhabi's ambition to become a digital media nexus with the needs of creators.  Visit Gushcloud's website for additional details:  Learn more → HEADLINES IN BRIEF 📰 Twitch is the latest platform to debut amped-up age verification systems and policies amid mounting concern over children's safety online. (Tubefilter) Is KPop Demon Hunters coming to Fortnite? According to two leakers, the hit Netflix film could be the next IP to enter Epic's battle royale empire. (Engadget) Fiverr CEO Micha Kaufman has announced that the company is laying off "approximately 250 team members" as part of a shift towards "an AI-focused infrastructure and methodology." (Micha Kaufman via X) Meta VP of public policy Brian Rice says the company has launched a super PAC in an effort to support "candidates regardless of party who recognize California's vital role in AI development." (The Verge) GOING LIVE YouTube just revealed a major livestreaming revamp YouTube's Made On announcements didn't end at AI-powered deepfake detectors and dynamic ad insertion. Some of the biggest news to come out of the platform's annual event was the unveiling of a livestreaming revamp that will finally introduce some much-needed quality-of-life updates. Here's a quick rundown of the biggest reveals: 1. Side-by-side ads: YouTube says its latest ad format—full-fledged video ads that will take up half of a user's screen while still showing the streamer on the other half—is designed to be "less intrusive" for viewers while "helping creators get paid without pulling their audience away." 2. Simulstreaming across formats: Creators will now be able to broadcast in horizontal and vertical at the same time, "with a single unified chat room to bring the entire community together in one seamless experience" (per YouTube). 3. React live: YouTube is broad-releasing react live, a TikTok Duet-style function that will let creators react to current live events and/or streams from other creators by starting their own vertical livestream on mobile. 4. AI clipping tech: On the AI side of things, YouTube says a new clipping tool will "find the most compelling comments from the livestream and automatically [create] ready-to-share Shorts." 5. An update to Channel Memberships: Thanks to a tweak to Channel Memberships, creators will be able to transition a stream from public to members-only mid-broadcast, allowing them to attract viewers with free content before jumping into paywalled segments. 6. Playables for streaming: According to YouTube, streamers can now pick from 75+ games to play live "while interacting with their audience through chat, and [monetizing] the stream like any other broadcast." PLAY TIME The D'Amelios are playing dress up on Roblox The dress-up game: Charli and Dixie D'Amelio are bringing a new kid-friendly experience to Roblox. According to the official description of the game (which was launched in partnership with Invisible Universe), Dress Up BFF is "a softer, funnier, and less serious take on the wildly popular dress-up game genre." The experience's main characters are transplants from the D'Amelio sisters' Squeaky & Roy animated franchise, which they worked with Invisible Universe to launch in 2021. The context: Roblox's payouts to experience designers have started to stretch into ten-digit territory—and the D'Amelios are hardly the first creators to take advantage of that gold rush. With the release of Dress Up BFF, Charli and Dixie (who are, respectively, the 2nd and 27th most-followed creators on TikTok) join a growing list of influencers who have unveiled their own Roblox and Fortnite worlds. Some experience designers, like Andre "Typical Gamer" Rebelo, have found so much success that their metaverse pursuits now rival their work on platforms like YouTube. Even so, the timing of the D'Amelio sisters' Roblox venture requires special care. Dress Up BFF is debuting during a period of fierce scrutiny for Roblox, with brand partners and users alike expressing concern about the safety of the platform's underage players and its harsh treatment of the Chris Hansen-esque figure Schlep. Amid that turmoil, the D'Amelios are playing it safe by releasing a family-friendly experience alongside a trusted partner. With the help of Invisible Universe (which aims to build "the Pixar of the internet"), the sisters hope to ensure Dress Up BFF connects with its target audience. WATCH THIS 📺 The TikTok ban was delayed again—but Trump says a deal is sealed The ban plan: Today, a law requiring ByteDance to either divest TikTok or face a nationwide ban was scheduled to take effect—but once again, the media giant has been granted an extension. Donald Trump's latest delay pushes the ban's start date back to December 16, giving the White House plenty of time to cement an agreement with China. In a video posted to YouTube by Associated Press, Trump assured reporters that "we have a deal on TikTok" and added that he would "speak to President Xi on Friday to confirm everything up." The Wall Street Journal backed up those claims in a report that framed negotiations as nearly complete, with a consortium that includes Oracle, Andreessen Horowitz, and Silver Lake set to take control of about 80% of a new app. The board is expected to be dominated by Americans, with engineers tasked to create a fresh content recommendation algorithm.  Was this email forwarded to you? Subscribe here.​ Want to introduce your brand to Tubefilter's audience? Sponsor the newsletter. Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.   Update your email preferences or unsubscribe here © 2025 Tubefilter 1450 2nd Street, Ste 275 Santa Monica, CA 90401, United States Powered by beehiiv Terms of Service

Charlie Kirk’s legacy is alive on YouTube

Political conflict plays out across social media.  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

September 16, 2025   |   Read Online TOGETHER WITH It's Tuesday and after five weeks, Netflix's KPop Demon Hunters is still at the top of the Billboard Hot 100 thanks to "Golden." Who knew a fictional band could make such a bop? Today's News 🇳🇵 Nepalese politics move to Discord 🇰🇷 KIMPRO hits a new high 💸 This week in the branded rankings… 📈 Charlie Kirk's legacy rules YouTube 🎙️ Creator Upload talks MrBeast TALKING POLITICS Nepal's Discord election shows that platform bans won't deter Gen Z The Discord election: On September 12, former Nepalese Supreme Court justice Sushila Karki became the first world leader elected via a Discord server. After at least 22 protesters died during clashes with police, a Gen Z-led movement overthrew Nepal's sitting PM and agreed on Karki as a temporary replacement. That consensus—which saw Karki voted in via a Discord poll—followed a political debate that played out in front of over 10,000 users. That Discord election represents the next step in a trend of internet censorship and civilian pushback that has increasingly defined political clashes across the globe. As illustrated by a recent blackout in Turkey, restrictions on social media have become a common strategy for administrations looking to quell unrest. When the deposed Nepalese government looked to curb protests by banning social media giants, however, internet-savvy citizens weren't cowed. Protestors simply fired up their VPNs and switched to a more accessible platform. The ensuing Discord election suggests that social media censorship may no longer be enough to suppress Gen Z dissidents. The global context: In the U.S., public figures like Donald Trump have already recognized (and leveraged) the enormous power of Gen Z to influence electoral politics. On the campaign trail, Trump opposed a federal TikTok ban—which initially materialized due to political pressure to slow the rise of pro-Palestine rhetoric online—in order to court influential podcasters and young voters. More than eight months later, President Trump claims that a deal to avert the ban has at last been made. That agreement may come with significant changes to the Bytedance-owned app. By safeguarding U.S. user data through the appointment of a steward like Oracle, then, the commander-in-chief may have found a way to save TikTok—or he may simply have paved the way for the next great conflict between the federal government and America's youth. 🌟 SPONSORED 🌟 Creators HQ and 500 Global are partnering on a creator accelerator that will distribute up to $13.6M Creators HQ is partnering with 500 Global on the Creators Ventures Accelerator: a program that will dedicate up to $13.6M to turbo-charging the creator economy from vision to venture. Over the course of 10 weeks, participants will take part in a hybrid business-building and acceleration program that culminates in the opportunity to showcase their startup as part of 1 Billion Followers Summit: Creators Ventures Pitch.  Submissions are open until October 3, 2025. Up to $13.6M is allocated by Creators HQ for ventures launched by high potential creators and creator-enablers. Creators HQ, the first content creator hub in the UAE and the Middle East, and 500 Global, one of the world's most active venture capital firms, announced the strategic partnership to launch the Creators Ventures Accelerator.  The program is designed to equip participants with the skills, tools, and support needed to scale their businesses sustainably. It also provides them with valuable knowledge, mentorship, and networking opportunities to help build the next generation of leading businesses in the industry. Applications to join the Creators Ventures Accelerator are open now.  Learn more and apply here → HEADLINES IN BRIEF 📰 KIMPRO hit 1.6 billion YouTube views during the week of September 14, bringing the short-form hub to the top of the Global Top 50 and pushing its lifetime viewership total above 105 billion. (Tubefilter) A National Bureau of Economic Research working paper released by OpenAI shows that ChatGPT is still growing fast—especially as a search engine. (Ars Technica) New York has released more details about the SAFE for Kids Act, which will require social media platforms to verify the ages of users with methods that "are shown to be effective and protect users' data."(Engadget) Google parent company Alphabet has become the fourth company to reach a market value of $3 trillion. (Gizmodo) GOSPEL STATS Top Branded Videos: MrBeast, more MrBeast, and a touch of money trouble MrBeast 2 might have nearly 400 million fewer subscribers than the namesake creator's main channel, but that didn't stop the hub from snagging spots at both #1 and #2 in Gospel Stats' latest ranking of most-viewed branded YouTube videos. We can't say we're surprised; after all, is there anything viewers love more than candy and clickbait? 🥇 #1. MrBeast 2 x Feastables: The Story Behind Feastables Hazelnut Cups (12.6M views) Since 2022, MrBeast's Feastables brand has expanded from a single offering (one chocolate bar) to a slate of nine chocolately flavors—plus a rapidly expanding slate of other confectionary products. Among the latest additions: a snackable hazelnut cup launched just in time for Halloween. 🥈 #2. MrBeast 2 x NFL: I Bought the NFL (29.4M views) Just days before YouTube's first-ever exclusive regular-season game, MrBeast professed ownership of the NFL in a clickbait-y video that claimed to expand teams' rosters with the addition of a few YouTube stars. Cut to Dude Perfect scrambling to compete for a spot on their preferred team, IShowSpeed getting in with the Dolphins, and Haley Kalil going out for the Raiders. 🎰 #855. Financial Audit-Follow Ups x InVideo AI: The Most SANE Guest On Financial Audit Follow Ups (120.2K views) Further down the rankings, this week's wildcard video tapped into YouTube's obsession with financial scandal. While Dave Ramsey often fills that niche, it was Caleb Hammer who made a cameo in Gospel's latest chart with an interview featuring some not-so-savvy spenders and a whole lot of tough love. Check out the full branded ranking here and head over to Gospel Stats for more YouTube sponsorship insights. TOP 50 MOST-SUBSCRIBED Charlie Kirk's legacy is alive on YouTube The political influencer: Charlie Kirk's death has already become a flashpoint in American politics. The right-wing YouTube personality—who died on September 10 after being shot at a campus event in Utah—was a controversial public speaker, a conservative podcaster, and the founder of Turning Point USA. Kirk was also arguably one of the main reasons why Donald Trump performed so well among young men during the 2024 presidential elections—and that influence hasn't faded in the wake of his passing. Since last week's shocking attack, the official channel of Turning Point USA has experienced a surge of interest from users eager to learn more about the man whose assassination has led to a widespread debate about political violence. The online impact: Kirk's YouTube presence often stemmed from his college campus debates, which fed the platform's algorithm with energetic verbal duels and controversial buzzwords. The Turning Point USA social team has also made expert use of YouTube Shorts over the years, racking up millions of views with clips that turn Kirk's zingers into short-form soundbites. Thanks in large part to that mastery of Shorts, Turning Point USA already had a solid YouTube following of more than three million subscribers prior to Kirk's assassination. The media sensationalism surrounding his death, however, has pushed that number much higher. The organization's official YouTube channel added 470,000 subscribers in the last week alone. An accompanying viewership surge of more than 140 million weekly views (versus Turning Point USA's weekly average of about 10 to 20+ million) also pushed the channel's all-time viewership above 2.6 billion. Even without the political shockwaves surrounding Kirk's passing, those sorts of numbers have become commonplace for major right-wing entities on YouTube—and Kirk himself is a big reason why. The speaker's ability to turn out young conservatives has made the Republican Party into a titanic force on social media. Now, we'll have to wait and see how the next generation of right-wing influencers takes up the torch. LISTEN UP 🎙️ Last week on the podcast… "MrBeast's Leaked Plan": Is MrBeast starting a mobile phone company? In the latest episode of Creator Upload, industry experts Josh Cohen and Lauren Schnipper break down a leaked pitch deck that reveals Jimmy Donaldson's next potential business venture—and what it tells us about his plan for profitability. Also on the discussion list: YouTube's first exclusive NFL broadcast, Press Publish NYC, Steven Bartlett's podcasting secrets, and Salish Matter's skincare launch. Check out the full episode on Spotify and Apple Podcasts for all the details. Was this email forwarded to you? Subscribe here.​ Want to introduce your brand to Tubefilter's audience? Sponsor the newsletter. Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.   Update your email preferences or unsubscribe here © 2025 Tubefilter 1450 2nd Street, Ste 275 Santa Monica, CA 90401, United States Powered by beehiiv Terms of Service