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 Upload

00:42 Gospel Stats in the Wall Street Journal

04:13 YouTube BrandCast at Lincoln Center

07:53 Packaging creator shows for legacy advertisers

11:24 New creator shows coming to YouTube

15:44 YouTube executives adopt a fighting attitude

17:54 Why you can't optimize into desire

19:28 Two-click shopping on connected TVs

21:01 Target and LTK social commerce partnership

22:28 Mental health benefits of leaving Instagram

22:45 TikTok Go travel booking program

Creator 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