"YouTube's plan to enable dynamic brand insertions - which the platform will begin testing with some creators in 2026 - can lead to a complete rewriting of how YouTube creators' content is pitched to advertisers. That includes not only how these individual sponsored segments are priced but more broadly how YouTube creators' video libraries are packaged. That is to say, it can create the conditions for YouTube channels to be sold like traditional TV networks and streaming services."
""[YouTube enabling dynamic brand insertions] is huge. It gives you so many more opportunities with brands and how you frame things, how you structure a deal," David Huntzinger, an agent at talent management firm Night, said on the latest Digiday Podcast episode. Let me explain: Right now if a brand sponsors a creator's YouTube video, the video carries that brand's sponsored segment forever (unless the creator takes down the entire video and, in turn, surrenders all of its views)."
YouTube plans to test dynamic brand insertions with selected creators in 2026, allowing sponsored segments within videos to be swapped after publication. Advertisers could negotiate pricing for individual segments rather than for permanent placement, and creators' video libraries could be repackaged and monetized differently. The change could shift longtail valuation of videos, affect deal structuring, and open new revenue opportunities by presenting channels as packaged inventory similar to TV networks or streaming services. Agents and managers see expanded flexibility in framing brand deals. Existing sponsorships currently remain embedded in videos indefinitely unless creators remove entire uploads.
Read at Digiday
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