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YouTube once funded creator-driven original content — but the streaming giant wound that down several years ago and instead embarked on a strategy to promote shows YouTubers are already producing themselves. That makes YouTube an outlier during TV upfronts week: It’s making an ad pitch to Madison Avenue on content it doesn’t directly control or finance.
At its YouTube Brandcast in New York Wednesday, the Google-owned platform is doubling down on the strategy. At the heart of its presentation is a slate of new and returning creator shows coming exclusively to YouTube, including from “The Daily Show” alum Trevor Noah, Alex Cooper (of “Call Her Daddy” fame), and popular YouTuber creators Kareem Rahma, Jesser (Jesse Riedel) and Dude Perfect. (See below for details on the shows.)
And, in a new development, YouTube will now let marketers buy sponsorships and ad inventory for individual creator shows — just like TV. That joins its other ad programs, including Creator Takeovers (giving buyers 100% of the inventory on a top channel) and YouTube Select (ad buys across the top 1% of channels in a category).
YouTube hosted Brandcast again at New York’s David Geffen Hall at Lincoln Center, its fifth year holding the event during upfronts week. At its upfront, talent YouTube will invite on stage to address the crowd includes Noah, Cooper, Rahma, Dwyane Wade and Quen Blackwell — and the evening will be capped off with musical performances by Chappell Roan and Zara Larsson.
YouTube execs CEO Neal Mohan, chief business officer Mary Ellen Coe, and Sean Downey, Google’s president, Americas and global partners, will tell the crowd how the platform “stands alone as the future of media,” according to YouTube. The overall message is to emphasize YouTube’s massive reach and usage — far bigger than any TV network. According to Nielsen, YouTube reached over 244 million people 18+ across all devices in the U.S. (representing 91% of the total population) in November 2025. In addition, YouTube has been the No. 1 streaming service in watch time each month for the last three years, per Nielsen.
At Brandcast, YouTube is announcing a masthead enhancement that allows advertisers to showcase their core “hero” creative alongside a custom-curated shelf of videos. It’s also introducing custom AI-powered sponsorships that dynamically curate thematic content packages as well as “Buy With Google Pay,” which promises to let connected-TV viewers watching YouTube ads complete purchases directly on their TV with two clicks.
On the AI front, YouTube is touting “multimodal” video creation to help marketers create more relevant YouTube ads “from just a few prompts,” powered by Google’s latest generative AI models including Gemini, Veo and Nano Banana.
Before the upfront presentation, YouTube hosted a red carpet preshow co-hosted by YouTube creators Adam W and Kay Adams. Talent and creators who were set to walk the carpet include Alan Chikin Chow, Cleo Abram, Doctor Mike, Josh Scherer, Julian Shapiro-Barnum, Kinigra Deon, Michelle Khare and Scott Evans.
Here are YouTube’s descriptions of the upcoming creator shows announced at the upfront:
Alex Cooper’s Unwell YouTube Channel
- “Unwell Games”: New installment of the reality competition series premiering late summer/fall 2026, following the format of the “Unwell Winter Games” this spring. “Unwell Games” is a high-stakes reality competition where top creators and reality stars live under one roof, battling for power and prize money by day while alliances, relationships and drama unravel by night. Produced by Unwell Productions.
- “Pot Stirrer”: Two-part miniseries premieres Thanksgiving weekend 2026. Alex Cooper hosts a glamorous, chaos-fueled Thanksgiving dinner that turns into a high-stakes social experiment when two secret “pot stirrers” are planted among a volatile group of reality stars and internet personalities — each working to sabotage the night from within for a shot at a massive cash prize. Produced by Unwell Productions.
- “Holiday Hard Launch”: Microdrama premieres winter 2026. When two strangers — one desperate to prove she has her life together, the other trying to get his family off his back — agree to fake a relationship for the holiday season, their perfectly staged romance quickly becomes the highlight of every party, post and family gathering. But as their “relationship” starts to take on a life of its own — blurring lines between performance and reality, and drawing in friends, exes, and online attention — they find themselves risking real heartbreak for something that was never supposed to be real. Produced by Unwell Productions.
- “Before the Steps”: Docuseries (premiering spring 2027) pulls back the velvet curtain on fashion’s most iconic night, following celebrities in the high-pressure months leading up to the Met Gala. Narrated by Alex Cooper, the series captures the chaotic, glamorous, and deeply human journey of becoming “Met-ready” — from inspiration to that final, unforgettable walk up the steps. Produced by Unwell Productions.
Kareem Rahma “Keep the Meter Running”: Premieres May 13 on YouTube. New York City-based comedian and YouTube creator Kareem Rahma launches a new series where the journey truly is the destination. In each episode, Rahma hops into a yellow cab and asks the driver to take him to their favorite place — with one condition: keep the meter running. What begins as a simple fare quickly evolves into a deep dive into the driver’s world and a moving exploration of the American Dream, as Kareem asks the poignant questions he never had the chance to ask his own cabbie father. As the meter rises, each ride becomes a space for connection and storytelling, where Kareem learns about the lives of the people behind the wheel and ultimately discovers a little more about himself. “Keep the Meter Running” is produced by Rhama’s Rahmavision and AND Media. Kareem Rahma and Adam Faze serve as producers.
Trevor Noah “Trevor Noah’s World Tour” (premiere date TBA): Trevor Noah invites viewers along for the ultimate global hangout in this prestige travel series on YouTube — where comedy, culture and spontaneity collide as he journeys from city to city on his world tour — with friends, collaborators and surprise guests joining the fun. Each episode blends Trevor’s signature humor with authentic, on-the-ground experiences that spotlight local people, food, and culture. Along the way, Trevor turns his discoveries into sharp, hilarious observations that weave into his live performance, creating a fresh window into his comedic process and into the places that inspire him.
Dude Perfect “Squad Games” Season 2: Premieres 2027. In the second season, Dude Perfect levels up the competition through a bold lineup of original games and next-level challenges. Featuring live event faceoffs, an all-new batch of celebrity competitors and surprise guests, each episode delivers high-energy showdowns where skill, creativity, and clutch performance take center stage. The new season comes on the heels of Dude Perfect’s 2026 live Squad Games Tour, and will feature epic moments and tough tests where every squad is pushed to their limits in the ultimate battle to come out on top.
Dwyane Wade “Fly on the Wall” Season 2: Premieres fall 2026. The three-time NBA champion and Hall of Famer lets viewers be a fly on the wall of his life. This series offers Wade’s honest window into his world. He breaks the fourth wall to share raw stories, genuine reflections and real-life lessons. It’s not just his journey — it’s an invitation to see the man behind the legend.
Jesser YouTube Channel
- “Jesser’s Summer of Soccer”: Premieres June 2026. During the world’s biggest soccer moment this summer, Jesser launches an eight-episode event series packed with large competitions, fan-favorite challenges and high-energy collaborations with top soccer creators and world-class players including Gerard Piqué and Céline Dept. Each installment is a front-row seat to the skill and spectacle of soccer!
- “Pros vs. YouTubers”: Premieres 2027. Jesser and friends take on legendary athletes, such as Dwyane Wade, at their own sports in this new episodic series — attempting to prove that YouTubers can ball. From hardwood to turf, Jesser and friends test whether chemistry and confidence can compete with elite training and next-level talent.
Quen Blackwell: “Feeding Starving Celebrities 2.0” (fall 2026): Series in which celebrity meets chaos — in the best way. This fast-paced, personality-driven interview series sees Quen inviting today’s biggest stars into her kitchen for a high-energy, funny and revealing experience where nothing is scripted and everything is fair game. Blending sharp humor, irreverent games and unexpected twists, each episode peels back the polished layers of today’s most talked about talent to reveal the human behind the fame… and no topic is off-limits. Past guests include Charli xcx, Sombr, Tyriq Withers, Halle Bailey and Addison Rae, with a new batch of celebrities joining Quen for the next chapter of the series in 2.0.
Erling Halaand YouTube Channel
- “Road to World Cup”: Premieres June 2026. This new docuseries offers a raw, front-row seat to football star Erling Haaland on the biggest stage of his life, as he leads Norway back to the World Cup for the first time since 1998. Viewers will witness Haaland’s rigorous training regime, deep connection to his roots and the emotional highs and lows of the tournament grind – thirty years after his father helped carry the nation to the 1994 tournament. Launching around the World Cup, the series explores family pride, legacy and the rise of a new era of Norwegian football.
- “Erling’s Gauntlet”: Premieres fall 2026. Haaland invites the world’s biggest stars onto the pitch to survive his very own “Gauntlet” in this new series. To celebrate the spirit of endurance and peak performance, famous guests like The Sidemen — featured in the pilot episode — step onto the pitch to face football-based challenges – testing speed, strength, skill and mentality. One competitor will conquer the Gauntlet and claim the “Haaland Hammer,” while the lowest scorer faces the ultimate forfeit.
Julian Shapiro-Barnum YouTube Channel
- “Celebrity Substitute” Season 3 | New season premieres June 3 on YouTube | Press Kit
In Julian Shapiro-Barnum’s “Celebrity Substitute,” a world-famous actor, athlete, or musician walks into a public school classroom to teach their craft, and discovers that a room full of elementary school kids may be their toughest crowd yet – proving that the real stars were the teachers all along. “Celebrity Substitute” was created by Benj Pasek and Justin Paul alongside host/executive producer Julian Shapiro-Barnum, directed by Jake Wilson, showrun by Allison Klein and produced by Danielle Perelman, Zach Stafford, and Nick Dyer under the production company AMPERSAND. - “Outside Tonight with Julian Shapiro-Barnum” | New live weekly late night series premieres June 17 on YouTube. “Outside Tonight with Julian Shapiro-Barnum” is the first late-night show tailor-made for the internet age. It takes the classic late-night format and infuses it with the spontaneous, accessible, and irreverent energy of the internet. Created and hosted by Julian Shapiro-Barnum, the creator of “Recess Therapy” and “Celebrity Substitute,” the show takes late-night out of the studio and into the streets. Shot at iconic New York City landmarks, parks and street corners, “Outside Tonight with Julian Shapiro-Barnum” turns public spaces into the studio itself. Through interviews, games, musical performances and comedic moments, the series features creators, celebrities, and passersby alike. “Outside Tonight” is a 5 Pangolin LLC production, in association with 5 Parent Productions, Inc. Executive produced by Julian Shapiro-Barnum, Doug Smith, and Cat Sullivan, who also serves as showrunner.
Cleo Abram “HUGE* If True”: New episodes premiering spring and summer 2026. Journalist and YouTube creator Cleo Abram explores Antarctica, becoming one of fewer than 5,000 people allowed to conduct research on the continent this year. In the first episode, she takes a closer look at a liquid lake hidden deep under the ice of Antarctica, cut off from the rest of the world’s water ecosystem for 15 million years. What if there’s life down there? It would have been evolving separately for all that time! In the second episode, she explains how the continent was almost a war zone during the Cold War, when tensions rose and military testing on the frozen continent began. Today, it is the only place in the world dedicated to peace and science and that change has unlocked research that has saved the lives of millions of people. What can that teach us about what comes next?
Johnny Harris “The Human Element”: Docuseries premieres fall 2026. The Emmy-winning journalist and filmmaker’s cinematic six-episode documentary series journeys to the heart of the world’s most important stories. The forces shaping our lives can often feel distant, abstract, and impossible to grasp — but through adventure, investigation, and deeply human storytelling, The Human Element inspires a sense of hope and connection. From a journey down the Nile to meet communities whose future relies on a single river, to the remote villages of Nepal where people are carving roads into the world’s tallest mountains, Johnny travels across continents to uncover how global systems are experienced on a human scale. Each episode is an expedition into lives shaped by conflict, ambition, and survival — turning complex societal forces into stories of resilience, curiosity, and discovery.
Morgan Jay “Music Therapy”: Premieres fall 2026. This digital-first interview series sees comedian and creator Morgan Jay using his music and humor to guide celebrity guests through light-hearted therapy sessions — blending improv, vulnerability and live songwriting into one seamless format.
Hopescope “I Acted in a Microdrama”: Premieres winter 2026. YouTube creator Hope Allen, better known as HopeScope, dives into the high-drama world of vertical microdramas. As the creator, director and actor in a series of 60-second Shorts featuring the fast filming pace, dramatic “slap” scenes and intense scripts this genre is known for, Hope sees if she has what it takes to be a mobile-screen star. She will also give her 8 million-plus YouTube subscribers an inside look at the world of microdramas with a full-length video. Hope will partner with a brand to bring this all to life in a campaign that is sure to get people talking.
“We Are Osos”: Docuseries premieres summer 2026. Every pro athlete thinks they could run a team. Now NFL and NBA stars Ryan Kalil, Blake Griffin, Christian McCaffrey, George Kittle, Luke Kuechly, Sam Darnold and Greg Olsen get their chance, taking over a pro football team in Monterrey, Mexico. “We Are Osos” follows the team’s season under new ownership, as competitive instincts collide with the realities of an upstart league — one in which players leave their families behind, work second jobs, and chase one last shot at the dream. The series is directed by Jason Sterman and produced by Mortal Media and Supper Club. Executive producers are Ryan Kalil, Blake Griffin, Noah Weinstein, Jason Sterman and Brian McGinn.
LOL! Network “Caddie & The Kid”: New episodes premiere May 14 and June 25. In this globe-trotting golf series that goes beyond the fairway, MLB Hall of Famer Ken Griffey Jr. and comedian-golf personality Michael Collins team up to explore iconic courses, vibrant cultures and unforgettable local experiences. Produced by Bark Bark and Hartbeat with director Daniel Sattelmeyer and co-showrunners Daniel Sattelmeyer and Dustin Frissell. In episode three (May 14) Griffey Jr. and Collins host a high-profile gathering at Streamsong Resort in Central Florida, where NFL standouts Aidan Hutchinson, Travis Hunter and Emeka Egbuka trade the gridiron for the fairway. Episode four (June 25) sees the co-hosts take viewers inside Seattle — Ken’s stomping ground and one of the 2026 World Cup’s key host cities — to preview matches at Lumen Field joined by local soccer phenoms from the Seattle Sounders FC and Reign FC, while sharing the course with U.S. soccer legends Landon Donovan and Carli Lloyd.
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https://variety.com/2026/tv/news/youtube-brandcast-upfront-alex-cooper-trevor-noah-kareem-rahma-1236747337/
Todd Spangler
Almontather Rassoul
