Creator content is taking the stage — and not just for YouTube

Amidst the live shows and entertainment shows that media companies are pitching to advertisers this week, one song keeps popping up: content from creators.

The video section, which can accumulate millions of views For Google YouTube and other social media platforms are increasingly sharing the platform with traditional Hollywood offerings during the annual presentation known as “tops.”

Creator content already takes up a large portion of advertisers’ dollars. By 2025, advertisers’ spending on this brand will reach $37 billion, according to a recent report from the Interactive Advertising Bureau. This year, it is expected to reach $44 billion, the report said.

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

The shift to traditional television broadcasting has led sports, especially the NFL, and live events to attract higher advertising prices – especially when media companies pay huge premiums for live rights.

With broadcast, however, advertisers are getting more for their money, industry executives told CNBC. That’s true whether it’s a simulcast sporting event on broadcast platforms or exclusive rights to video podcasts or children’s shows like “Ms. Rachel.”

Those economies — combined with the need to capture an elusive, young audience — are increasing demand for ad-supported content, and opening the door for more creator-led content on traditional platforms.

YouTube claims the largest share of streaming views, according to Nielsen’s monthly reports known as “The Gauge.” As of February, the platform accounted for 12.7% of streaming views, with Netflix coming in second at 8.4%.

The company hosted its talk to marketers — what it calls its Brandcast — on Wednesday, featuring the likes of YouTuber Jesse “Jesser” Riedel, comedian Trevor Noah and podcast host Alex Cooper.

Although digital stars are common in the YouTube space, this year they have played a bigger role even in traditional media and broadcasting companies. The acquisition of Warner Bros, Fox Corp. again Amazon Prime Video was among the companies that noted the integration of creator content into their platforms.

“Where there was a distinct difference between studio-led content and creator-owned content, it’s coming together into one vision,” said Julie Clark, chief marketing officer and senior vice president of media and entertainment at TransUnion.

“When you look at the proliferation of things like long-form video podcasts, to quick-hitting tutorials, there’s an understanding that the content landscape has changed dramatically,” he added. “This completely changes the way we think and work.”

Last year, it was video podcasts that made their way to the front pages – the first indication that viral internet content was joining the traditional fray.

“The landscape has changed a lot over the last year. Podcasting is now pretty much 360, which means you get some of your content to watch long form on video platforms, and then more people start using short and medium form on social media,” said Angie More, head of creative partnerships at Amazon.

“We see creators wanting to take advantage of reaching their audience everywhere,” said More.

Amazon’s Prime Video also highlighted a major video podcast deal launching this week. Oprah Winfrey took the stage to promote her latest multi-year deal with the company to distribute “The Oprah Podcast” in both audio and video. The deal also includes the library’s rights to his past content.

For companies like Fox and Warner Bros. Discovery, which has a long history of studio-made content, has begun to lean on content creators by using people who have become mainstays on their platforms – especially those in unscripted food shows and home improvement shows.

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

Bronzo noted that these types of programs have become a large part of the conversation between media companies and advertisers. He said that working with people online allows traditional networks to expand their reach – and allows advertisers to tap into more fans, who tend to pay more attention to their personalities and favorite brands.

“When you experience content from a creator, it feels like it’s personal. It’s a much more personal, one-of-a-kind relationship and a different kind of connection,” Bronzo said.

During a WBD presentation Wednesday, Bronzo said the company’s lineup of The Food Network is still expanding into a YouTube original, with a new series featuring chef Esther Choi coming to the social media channel. Aside from The Food Network, HGTV’s home improvement series and the “Puppy Bowl” — the annual Super Bowl dog show — are ripe for producing such content.

Fox similarly found an entry point into the creator’s ecosystem through food. Earlier this year, the company launched Fox Creator Studios, which focuses on food. The effort is led by chefs already on Fox’s roster, including Gordon Ramsay.

Ramsay took to the Fox premiere stage Monday, alongside NFL legend Tom Brady and the network’s entertainment stars, to promote his series on Fox and Creator Studios.

Fox has focused its streaming effort on its free, ad-supported service, Tubi, which has struck deals with YouTubers to create content specific to the broadcaster. In turn, those creators bring their following from social media.

In particular, Tubi has attracted the Gen Z audience, a key demographic for marketers looking to reach younger consumers who don’t listen to mainstream media regularly. The Fox-owned broadcaster also launched Tubi for Creators, and has been looking to give creators a path to Hollywood, CNBC previously reported.

Tubi hosted its own developer presentation in late March, bringing creators on stage, including YouTube’s Jesser.

The platform has announced various creator-led collaborations, including a special football-focused series led by Jesser that premiered on Friday.