Creator Shows, Cultural moments, Frictionless shopping and more: Everything announced at YouTube Features
Canadians come to YouTube with intent: to be entertained, to learn, and to make decisions. And they are choosing YouTube more than anywhere else. We are proud to be the original home of creators, where they’ve built something every brand needs: trust. 79% of Canadians agree that YouTube is the video platform that they trust the most 1 And when creators talk about a product on YouTube, viewers are 13 times more likely to search for that product, and 5 times more likely to buy 1 On YouTube, you can do it all.
At YouTube Features, we showed brands new ways to turn trusted creators, massive cultural moments, and innovative new tools into their competitive advantage for the YouTube Era.
Tap into an exclusive slate of Canadian Creator shows
YouTube creators are not only the heart of our platform, but they are defining the new era of entertainment. Today we revealed a slate of Creator Shows that showcases the breadth of talent and storytelling emerging from Canada’s creator economy, spanning entertainment, sports, food, comedy, lifestyle and culture.
Marketers can now tap into dynamic homegrown creators like Alexandra Gater, Iron Chef Dad, The Kalogeras Sisters, and Sarah Nurse, making it easier than ever for brands to harness the power of Canadian talent and connect with highly engaged audiences.
Connect with the moments that shape our world
YouTube is at the epicentre of the cultural moments that Canadians care about most. This year, we are bringing fans closer to the action, whether it's on the pitch, the stage, or the red carpet.
From our Preferred Platform partnership with FIFA this year, to capturing the unforgettable vibes of Coachella and Bieberchella, YouTube makes every cultural moment bigger.
We're also incredibly proud to announce our new partnerships this year with TIFF and the CFL, and we’re expanding our live sports footprint across Canada through an exciting new partnership with FloSports. We’re delivering exclusive live coverage across major junior and development hockey through the company’s FloHockey channel, including the AHL, the QMJHL and OHL anchored by a marquee, live FloHockey Game of the Week. By bringing these matchups straight to YouTube, we’re putting the next generation of hockey stars front and centre, accessible to every fan, live and on demand.
According to Numeris, YouTube has been Canada’s #1 most-watched streaming platform for the last three quarters
Turn culture and creator trust into measurable business impact
Creators are doing more than driving culture; they're building trusted relationships with their fans. When brands leverage that trust alongside YouTube's most innovative formats, they transform engagement into results.
Just look at RBC. To become the first-choice bank among Canadians, they pivoted to a full digital-first YouTube strategy—and drove a 13% increase in brand consideration. They did this by owning cultural moments like the Olympics, March Madness, the NFL, and FIFA. By pioneering formats like Shorts, Peak Points, and Pause Ads, and making creators a core part of their strategy, RBC turned massive reach into measurable results.
New ways to connect with viewers from discovery to checkout
We also shared several new and revamped features that connect brands to YouTube's most impactful cultural moments and trending conversations:
- Creator Partnerships Boost: Now available, this feature enables brands to promote Creator videos as ads in their AI-powered ad campaigns.
- Buy with Google Pay: Coming to Canada later this year, this feature allows viewers to complete purchases directly on their connected TVs with just two clicks, turning the living room screen into a frictionless storefront.
We aren't just watching the future of entertainment evolve, we're building it. Across creators, brands, and viewers, the next generation of media is being built only on YouTube.
