Welcome back to The Commentary Box, where we’re unpacking how YouTube is no longer just a platform, it’s a playing field, a broadcast network, and the world’s biggest idea incubator.
Prefer to watch? Get the top-line take in the latest episode of The Commentary Box, or scroll on for the breakdown.
YouTube has identified four core pillars that will shape its strategy going this year, here’s what you need to know:
1. Format is the new fame
Creators and brands aren’t just dropping content anymore, they’re building franchises. In practice that looks like studio-quality shows, episodic formats, and long-tail IP that outlasts the algorithm.
Traditional broadcasters are catching on. The YouTube x BBC deal? A seismic signal that the old media guard knows it must adapt to reach youth-driven, on-demand audiences.
TV screen watch-time is way up. We’ve seen clients jump from sub-20% in 2020 to a staggering 70% today. And in this new paradigm, formats = longevity. YouTube CEO spotlighted one of our clients, Alofoke, the Dominican media powerhouse whose 38-day Casa de Alofoke livestream was not only the longest livestream ever but the most-viewed of all time with 687 million views. It’s clear that the next generation of entertainment IP will be born native, not bought in syndication.
2. Sport is (still) the Trojan horse
In sport, the fan experience has left the broadcast booth. Alternative feeds, watch-alongs, and BTS content are now core to how fans engage, especially on YouTube.
This is where creators own the fan funnel. We’re seeing sport become the backdrop to discovery: kids learning the rules through Shorts before they ever watch a match, skills tutorials outpacing highlight reels, and creators acting as the new “coaches” for the next gen.
3. Monetisation has grown up
Gone are the days when ads were the only prize. In 2026, creators are stacking revenue like never before: ad rev, brand deals, memberships, shopping and fan funding.
And if you’re in emerging or challenger sports, YouTube Memberships might just be your MVP in 2026. With broadcast revenues tightening, more rights holders are retaining geographic exclusivity, and monetising it directly through member-only content. It’s lean and opens new paths to sustainability.
Capture audiences with back catalogues and fandom-focused formats, that will keep paying out long after the first click.
For sport, this means rethinking what gets monetised and by whom. Athletes and fan creators are running parallel plays, turning their channels into direct-to-fan businesses while federations get savvier with platform strategy. Everyone’s in the game now.
4. AI is the invisible hand
AI is shaping the fan journey, and in sport, we’re already seeing personalised highlights, smart discovery engines, and rapid localisation.
Protecting creator identity and athlete likeness protection is also quickly becoming non-negotiable. Transparency and originality are still what cut through.
TL;DR: Culture doesn’t belong to platforms, it belongs to creators
2026 isn’t about chasing views. It’s about owning the moment and building what comes next.
YouTube’s evolving, yes. But the game hasn’t changed. It’s still about knowing your audience, showing up where they are, and giving them something they can come back to.
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