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Entertainment used to mean passively watching shows on TV. Today, that\u2019s fundamentally changed, especially for younger viewers. Video is now watched on many different screens and across many different formats, from podcasts to short-form \u2014 and it\u2019s 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<\/a>.\u00a0<\/p>\n 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\u2019t reproduce<\/a>. Together, that\u2019s created a direct bridge from the screen to the checkout cart \u2014 and paved the way for a new kind of customer journey.<\/p>\n 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<\/a> compared with streaming, social and linear TV.<\/p>\n This attention uniquely spans every way consumers watch.\u00a0<\/p>\n \u201cYouTube is the only platform that brings [audiences] together across formats and devices,\u201d said Travis Katz, general manager of YouTube Shopping, at Shoptalk 2026.<\/p>\n People purposefully choose YouTube because it\u2019s 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.<\/p>\n Trusted YouTube creators match consumers\u2019 intent across the entire journey, giving audiences a single place to be entertained, discover and research. And their credibility accelerates action, building shoppers\u2019 confidence in buying decisions.<\/p>\n \u201cIt\u2019s no longer about who has the biggest ad budget, but who holds the most trust,\u201d said Katz. \u201cOn YouTube, creators act as the ultimate filter for consumer choice \u2014 leveraging their cultural cachet and credibility to turn a \u2018maybe\u2019 into a \u2018must-have.\u2019\u201d<\/p>\n 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<\/a> than traditional advertising.\u00a0<\/p>\n 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.<\/p>\n \u201cIt\u2019s like, \u2018Are you real?\u2019 It\u2019s not about being perfect,\u201d said Alba. \u201cIt is actually the more honest and the more messy [sic], the better. Some of our most viral content was like: \u2018Show your dirty sink, your weekend dishes piling up or laundry from the week you didn\u2019t get to because you\u2019re tired and have two kids.\u2019\u201d<\/p>\n Ensuring creators have storytelling freedom is also vital when partnering.<\/p>\n \u201cWe let creators speak to their audience the way they want to,\u201d said Alba. \u201cWe give them no more than three talking points.\u201d\u00a0<\/p>\nYouTube is where attention meets intent to drive action<\/strong><\/h2>\n
How brands are partnering with trusted YouTube creators to drive results<\/strong><\/h2>\n