YouTube shifts monetization strategy toward acting as an intermediary between creators and sponsors, countering Netflix and TikTok’s aggressive creator poaching

YouTube is expanding from ad-sharing to helping creators secure sponsors before production, acting more like a matchmaker for brand deals.

The company plans to highlight sponsor-ready projects and build an online hub to connect creators with advertisers.

This push is meant to support bigger, more ambitious series and keep top talent from moving to rivals like Netflix, TikTok, and Amazon Prime Video.

If successful, YouTube could become a stronger home for premium, sponsor-backed creator shows, not just post-publication monetization.