Among the live sports and entertainment shows that carried media companies’ presentations to advertisers this week, another pitch kept popping up: creator content.

The category of videos, which can amass millions of views on Google’s YouTube and other social media platforms, is increasingly sharing the stage with traditional Hollywood offerings during the annual presentations known as “upfronts.”

Creator content is already taking a big share of advertiser dollars. In 2025, advertiser spending on the genre reached $37 billion, according to a recent report from the Interactive Advertising Bureau. This year, it’s expected to reach $44 billion, the report found.

“They are this generation’s storytellers, tastemakers and stars, producing the most relevant and engaging programming on the planet,” said Brian Albert, managing director of YouTube Solutions. “And advertisers have recognized that they don’t just have large audiences, they have communities that trust them. It’s why they want to partner with them now, more so than ever.”

The shift to streaming over traditional TV has led sports, especially the NFL, as well as live events to beckon the highest ad rates — especially when media companies are paying hefty premiums for the live rights.

With streaming, however, advertisers get more bang for their buck, industry executives have told CNBC. That’s true whether it’s a simulcast sporting event on streaming platforms or the exclusive rights to video podcasts or children’s programs like “Ms. Rachel.”

Those economics — combined with the need to capture elusive, younger audiences — are spurring demand for ad-supported inventory, and opening the door to more creator-led content on traditional platforms.

YouTube claims the biggest share of streaming viewership, per Nielsen‘s monthly reports known as “The Gauge.” As of February, the platform accounted for 12.7% of streaming viewership, with Netflix coming in second at 8.4%.

The company hosted its pitch to advertisers — what it calls its Brandcast — on Wednesday, featuring personalities like YouTuber Jesse “Jesser” Riedel, comedian Trevor Noah and podcast host Alex Cooper.

While digital stars are commonplace in YouTube’s realm, this year they played a larger role even at traditional media and streaming companies. Warner Bros. Discovery, Fox Corp. and Amazon’s Prime Video were among the companies that noted the integration of creator content on their platforms.

“Where there used to be a distinct difference between studio-led content and creator content, it’s merging into a singular view,” said Julie Clark, longtime ad industry executive and senior vice president of media and entertainment at TransUnion.

“If you look at the rise of things like long-form video podcasts, to quick-hitting tutorials, there is an understanding that the content landscape has shifted dramatically,” she added. “This is absolutely changing how upfronts are contemplated and activated.”

Last year, it was video podcasts making their way to more upfront stages — an early indicator that viral online content was joining the traditional fray.

“The landscape has changed so much over the past year. Podcasting is now pretty 360, meaning you get some of your content watching long-form on video platforms, and then a lot of people are starting to consume more short and mid-form on social platforms,” said Angie More, head of creator advertising partnerships at Amazon.

“We’re seeing creators want to take advantage of reaching their audiences everywhere,” More said.

Amazon’s Prime Video once again highlighted a major video podcast deal at its presentation this week. Oprah Winfrey took the stage to promote her recent multiyear deal with the company to distribute “The Oprah Podcast” on both audio and video. The deal also includes the rights to a library of her past content.

For companies like Fox and Warner Bros. Discovery, which have long histories of studio-made content, they’ve begun to lean into creator content through personalities that are already mainstays on their platforms — particularly those in unscripted food and home improvement shows.

WBD has been working with creators and influencers for years, said Karen Bronzo, chief global marketing officer for U.S. networks and news at WBD, in an interview.

Bronzo noted that this sort of programming has become a bigger part of the conversation for media companies and advertisers. She said working with online personalities allows traditional networks to expand their reach — and allows marketers to tap into expansive fanbases, which are often paying close attention to their favorite personalities and brands.

“When you’re experiencing the content from a creator, you do feel it is personal. It is a much more, sort of, one-to-one relationship and a different kind of connection,” said Bronzo.

During WBD’s upfront presentation on Wednesday, Bronzo said the company’s lineup for The Food Network is further expanding into YouTube originals, with a new series featuring chef Esther Choi coming to the network’s social media channel. Besides The Food Network, HGTV home improvement series and the “Puppy Bowl” — the annual Super Bowl-adjacent dog show — have been ripe for generating such content.

Fox has similarly found an entry point into the creator ecosystem via food. Earlier this year, the company launched Fox Creator Studios, with a focus on food content. The effort is led by chefs already on the Fox roster, including Gordon Ramsay.

Ramsay took the stage of Fox’s upfront pitch on Monday, alongside NFL legend Tom Brady and stars of network entertainment shows, to tout his series on Fox and the Creator Studios.

Fox has focused much of it streaming effort on its free, ad-supported service, Tubi, which has been inking agreements with YouTube personalities to create content specifically for the streamer. In turn, those creators are bringing their followings over from the social media platform.

In particular, Tubi has attracted the Gen Z audience, a key demographic for advertisers looking to reach younger consumers who don’t tune into traditional media outlets as often. The Fox-owned streamer also launched Tubi for Creators, and has been looking to provide creators a pathway to Hollywood, CNBC previously reported.

Tubi hosted its own presentation for advertisers in late March, ushering creators onto the stage, including YouTube’s Jesser.

The platform has since announced various creator-led partnerships, including an exclusive soccer-focused series led by Jesser that premiered on Friday.