YouTube creators have infiltrated consumers’ living room screens, helping redefine TV. Brands and agencies must also reinvent old TV ad playbooks to engage YouTube creators’ audiences, who are fragmented across channels, devices, and content formats.

Key Question: How can marketers and advertisers capitalize on the YouTube creator opportunity?

Key Stat: Roughly half (50.2%) of US marketers will work with creators and influencers on YouTube in 2025, per our forecasts.