YouTube Announces Partnership With Paramount at NewFronts Kickoff Event

The video streaming giant used its presentation to tout its role in the creator economy

Explore how to leverage AI to drive growth at Adweek's virtual event Crack the Code: AI For Marketers on July 20. Register for free.

YouTube announced an exclusive partnership with Paramount to livestream the world premiere event of the highly anticipated Top Gun: Maverick at its NewFronts presentation this morning.

The premiere will allow fans access to the movie’s red carpet premiere and other exclusive content. YouTube also announced a partnership between YouTube creator Jackie Aina and Pat McGrath Labs’ Bridgerton-themed makeup line, which will be YouTube’s first live shopping event in the film and TV space.

Aside for these new partnerships, YouTube’s NewFronts kickoff event, co-hosted with UTA-owned MediaLink, was light on news for advertisers and instead was more of an informational panel on how brands should approach the burgeoning creator economy.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in