The Creator Marketing Hydra: How YouTube is Rewriting the Rules YouTube's latest move to woo creators and advertisers with exclusive streaming shows has been met with excitement and skepticism in equal measure.
At first glance, it seems like a clever play by the company to position itself as the hub of creator driven content. But beneath the surface lies a more complex web.
The announcement of new shows hosted by high profile creators like Trevor Noah and Alex Cooper is undeniably attention grabbing.