Entertainment used to mean passively watching shows on TV. Today, that’s fundamentally changed, especially for younger viewers. Video is now watched on many different screens and across many different formats, from podcasts to short-form — and it’s often made by creators. In fact, Gen Z viewers say they now prefer watching content from their favorite creators over studio-produced shows or movies, according to a Google and Kantar survey.
Moreover, the experience is active and purposeful. Audiences are choosing what they want to watch, and creators are blurring the lines between content and commerce. And creator-driven platforms are able to use real-time data to curate unique content for every viewer, offering a level of relevance that traditional media can’t reproduce. Together, that’s created a direct bridge from the screen to the checkout cart — and paved the way for a new kind of customer journey.
YouTube is where attention meets intent to drive action
Audiences now choose where to devote their attention, and the platform they choose most is YouTube. According to research conducted by Adelaide, YouTube ranks No. 1 in attention compared with streaming, social and linear TV.
This attention uniquely spans every way consumers watch.
“YouTube is the only platform that brings [audiences] together across formats and devices,” said Travis Katz, general manager of YouTube Shopping, at Shoptalk 2026.
People purposefully choose YouTube because it’s home to their favorite creators, who they see as deeply authentic and credible. More than three-quarters (78%) of viewers say that YouTube has the most trusted creators for product recommendations, according to a Google and Kantar survey.
Trusted YouTube creators match consumers’ intent across the entire journey, giving audiences a single place to be entertained, discover and research. And their credibility accelerates action, building shoppers’ confidence in buying decisions.
“It’s no longer about who has the biggest ad budget, but who holds the most trust,” said Katz. “On YouTube, creators act as the ultimate filter for consumer choice — leveraging their cultural cachet and credibility to turn a ‘maybe’ into a ‘must-have.’”
How brands are partnering with trusted YouTube creators to drive results
In the new entertainment landscape, creator partnerships are key to unlocking results. According to a CreatorIQ report, 94% of organizations say creator-led content delivers stronger returns than traditional advertising.
Effectively partnering with creators starts with finding the right brand fit. At Shoptalk 2026, Jessica Alba, founder of The Honest Company, talked about how her pioneering brand approaches creator selection.
“It’s like, ‘Are you real?’ It’s not about being perfect,” said Alba. “It is actually the more honest and the more messy [sic], the better. Some of our most viral content was like: ‘Show your dirty sink, your weekend dishes piling up or laundry from the week you didn’t get to because you’re tired and have two kids.’”
Ensuring creators have storytelling freedom is also vital when partnering.
“We let creators speak to their audience the way they want to,” said Alba. “We give them no more than three talking points.”
However, finding the right, authentic and trustworthy creator that fits a brand’s campaign can be a challenge. With YouTube Creator Partnerships, AI-powered tools help brands find the right creators to authentically tell their brand story.
“We use AI solutions to help you identify the most relevant creators,” said YouTube Shopping executive Katz. “That means asking a question like: ‘Find me U.S. creators reviewing ski gear who are popular with Gen Z.’ We use billions of data points so you can uncover the hidden gems you wouldn’t have otherwise.”
YouTube also has the solutions needed to make this creator content shoppable on every screen — including TVs.
“All the peak shopping moments that are most important to brands are now incomplete without creators,” said Katz. “And we’re meeting the moment by making the living room screen interactive and shoppable.”
The future of successful creator partnerships: connecting catalogs to content
Another way brands partner with creators is through the YouTube Shopping affiliate program. This allows brands to connect their product catalogs so creators can tag products and earn commissions on sales.
According to Katz, the keys to affiliate success are segmentation, incentivization and consistency.
“First, segment and incentivize top creators,” said Katz. “And commit to an evergreen strategy by building a roster of creators who earn consistently through your program.”
As YouTube expands its affiliate program to new markets, more brands and creators will be able to participate in this type of content creation, adding even more diversity.
Brands are also maximizing impact and driving greater results by boosting creator assets through YouTube ad solutions, like AI-powered Demand Gen campaigns. Doing so delivers an average 20% increase in conversion lift while maintaining target CPA efficiency, according to internal Google data.
Investing consistently and building a scaled YouTube creator strategy will set brands up for success both today and in the future.
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