Major media companies this week incorporated creator content into their annual upfront presentations to advertisers, marking a shift from traditional TV-focused pitches. The move reflects growing demand among brands to connect with Generation Z and millennial audiences through platforms like YouTube and TikTok. NBCUniversal, Paramount and Warner Bros. Discovery all highlighted creator collaborations as a core strategy to attract younger viewers who spend less time watching linear TV. NBCUniversal noted partnerships with digital creators accounted for 15% of its upfront ad inventory for the 2024-25 season, up from 8% last year. Paramount similarly emphasized its creator-led campaigns, including integrations with MrBeast and other top influencers, to boost engagement with Gen Z. Warner Bros. Discovery highlighted creator-driven content across platforms like YouTube and TikTok as a way to offset declining linear TV viewership among teens and young adults. Advertisers spent $20.6 billion on upfront TV ad buys in 2023, according to Media Dynamics, with a portion now redirected toward creator collaborations. The pivot underscores the industry’s struggle to keep pace with changing consumer habits, particularly among audiences that prioritize short-form video over traditional TV. Research from eMarketer projects that digital video ad spending will surpass TV ad spending in the U.S. by 2025, driven largely by creator content and influencer marketing. Media executives say the shift is not about abandoning TV entirely but about diversifying ad strategies to include the platforms where younger viewers actually consume content. Fox’s upfront presentation included a dedicated segment on its creator network, Fox Alternative Entertainment, which produces content for digital creators. The company reported a 22% increase in ad revenue from creator collaborations in the first quarter of 2024 compared to the same period last year. Traditional TV networks are also exploring hybrid models, such as integrating creator content into live broadcasts or creating their own creator-focused programming. For example, NBC’s ‘The Voice’ has partnered with TikTok creators to produce behind-the-scenes content that drives engagement on social platforms. The broader implications extend beyond ad sales, as media companies face pressure to redefine their business models in a fragmented media landscape. Analysts say the rise of creator content in upfront pitches signals a long-term trend that could reshape how brands allocate marketing budgets. The shift also highlights the growing influence of platforms like TikTok and YouTube, which have become essential channels for reaching younger demographics. Advertisers like Procter & Gamble and Coca-Cola have already increased spending on creator-driven campaigns, with some allocating up to 30% of their digital ad budgets to influencers. The move toward creator content in upfront pitches suggests that traditional TV advertising may soon become just one part of a broader, multi-platform strategy for brands aiming to capture the attention of Gen Z and younger millennials.

What You Need to Know

  • Source: CNBC
  • Published: May 16, 2026 at 12:00 UTC
  • Category: Business
  • Topics: #cnbc · #finance · #economy · #creator · #tube · #creator-content-in-tv-upfront-pitches

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Curated by GlobalBR News · May 16, 2026

🇧🇷 Resumo em Português

Criadores de conteúdo dominam os upfronts da TV: a nova estratégia para conquistar a atenção da Geração Z

A era da publicidade tradicional na TV está cedendo espaço para uma nova abordagem, onde os criadores de conteúdo digital assumem o papel de protagonistas nos upfronts — os eventos anuais em que emissoras e plataformas negociam espaço publicitário com anunciantes. Com a Geração Z cada vez mais imune aos comerciais convencionais, marcas e veículos apostam em campanhas lideradas por influencers do YouTube e TikTok, transformando a publicidade em entretenimento autêntico e direto ao ponto.

No Brasil, onde o consumo de vídeo online cresce 15% ao ano e mais de 70% dos jovens entre 16 e 24 anos passam mais tempo em plataformas como TikTok e Instagram do que na televisão linear, a tendência chega com força. Empresas como Globo, Record e até mesmo a Netflix já incluem influencers em suas propostas aos anunciantes, reconhecendo que o engajamento desses criadores supera em até três vezes o de celebridades tradicionais. A estratégia não só atende à demanda por conteúdos mais dinâmicos, como também ajuda a driblar a queda de audiência da TV aberta, que perdeu 20% de sua verba publicitária nos últimos cinco anos para o digital.

As negociações dos upfronts deste ano já deixam claro que 2024 será o ano em que o Brasil consolidará essa fusão entre TV e creator economy, com previsão de que 40% das campanhas para públicos jovens incluam parcerias com criadores. A próxima fronteira? Integrar esses conteúdos de forma orgânica aos programas televisivos, sem que pareçam meros anúncios — um desafio que exigirá criatividade e coragem dos anunciantes.

🇪🇸 Resumen en Español

El contenido generado por creadores digitales se consolida como el nuevo rey de las campañas publicitarias durante las presentaciones de los upfronts televisivos, donde las cadenas buscan atraer a la Generación Z con propuestas innovadoras lideradas por influencers. YouTube y TikTok se han convertido en el escenario predilecto para marcas que quieren conectar con un público joven, tradicionalmente esquivo a los formatos convencionales.

Esta tendencia refleja un cambio profundo en el consumo mediático: los jóvenes consumen cada vez más contenido en plataformas digitales, donde los creadores de nicho —con audiencias fieles y engagement alto— ofrecen a las marcas una segmentación más precisa y un tono auténtico. Para los anunciantes hispanohablantes, la apuesta por el creator content no solo implica adaptarse a las preferencias del público, sino también replantearse sus estrategias de inversión en medios, priorizando colaboraciones con influencers sobre los formatos tradicionales de televisión lineal.