YouTube will let creators co-host shopping live streams

Last year, YouTube launch a feature allowing viewers to shop for products directly from the live stream. That feature will take it a step further later this year by allowing creators to co-host live shopping streams across two channels, it said. announced every year Brandcast incident. It also revealed a new “redirect” feature that allows YouTube users to work more closely with brands.

YouTube says the features will be one way to help creators and advertisers make more “meaningful connections” with their audiences. The first allows the two channels to stream and host together, “unifying their communities in a single live shopping stream,” YouTube said. The other, known as direct redirects, allows creators to start streaming shopping on their own channel, then redirect to the brand’s channel for fans to stay tuned.

With new features, YouTube is taking in-person shopping to the next level to reach terrestrial shopping channels. It’s no coincidence that it hosts Brandcasts at so-called “Upfronts” sessions used by broadcasters to promote new content to advertisers, rather than its digital equivalent, NewFronts .

While most broadcasters flaunt the original programming at Face to face (first live version in three years), YouTube focus on online shopping, short-form videos and popular creators like Mr.Beast, Patrick Starr and Marques Brownlee. It also noted that the Media Review Board recognized YouTube once again for its content-level brand safety, making it the only platform with a rating. As mentioned, the co-hosting feature is coming sometime in 2022, but there’s no word on when we’ll see the rebranding feature.

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