YouTube is expanding beyond its traditional ad-revenue model by proactively connecting creators with sponsors to secure funding for shows before they launch, helping reinforce its leadership in U.S. streaming viewership, The New York Times’ John Koblin reports. At YouTube’s showcase for advertisers this week, the company will introduce a slate of series that advertisers can directly invest in, including from the former “Daily Show” host Trevor Noah and Alex Cooper, the “Call Your Daddy” host, similar to how traditional media companies make deals with marketers for upcoming programs. “We’re seeing an elevated level of investment with very ambitious projects, and they want YouTube to be the home of those ambitious projects,” Mary Ellen Coe, YouTube’s chief business officer, said in an interview.
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