YouTube Plays Matchmaker for Sponsors and Stars

Last year, Kareem Rahma, the host of the popular Instagram and TikTok series “Subway Takes,” added a new distribution platform for his hit show: YouTube.

From the get-go, he said, YouTube officials took a shine to him and inquired how they could help. Soon, Mr. Rahma was telling them about another show he had in mind, “Keep the Meter Running,” a series where he would interview and take rides with New York cabdrivers. Mr. Rahma had big ambitions for it, including international travel that would require a much higher budget.

That was when YouTube officials said they could help make that a reality.

“They became really supportive, and that’s when they were like, ‘Do you want us to help connect you with advertisers — like, anything you need,’” he recalled.

YouTube has been television’s most-watched streaming platform in the United States for several years, commanding a sizable lead over Netflix, Disney+ and other services. Now it is trying to keep that lead by being a more aggressive liaison between creators and sponsors.

Article source: https://www.nytimes.com/2026/05/12/business/media/youtube-creators-advertisers.html