the brands in entertainment news tower
YouTube adds seasons. Samsung adds creator channels. Gap builds with a band.
YouTube’s series and partnership tools, Samsung’s creator channels, Gap’s Fashiontainment debut and Verizon’s returning NFL competition.
YouTube gives short-form series an actual season structure
YouTube introduced Shorts Series, allowing creators to organize vertical videos into seasons and episodes with sequential playback and custom thumbnails across mobile, web and television.
Microdramas generated more than 6.5 billion views on YouTube during the first half of 2026. Watch time grew more than 50% year over year, while television views increased more than 90%.
Logical assumption: Vertical video is becoming a place to build returning entertainment properties. Seasons, episode order and continuous playback give brands a stronger reason to develop a connected idea people can follow instead of commissioning individual posts.
YouTube is building the business system around brand partnerships
YouTube is bringing more of the brand-deal process into YouTube Studio.
Creators will be able to develop proactive pitches, respond to briefs and tailor their media kits. Brands can receive direct access to performance data and put paid support behind creator videos.
YouTube is also testing dynamic brand segments that can be inserted into as many as 20 long-form videos, targeted by region and connected to direct calls to action.
Logical assumption: Finding creators, completing deals and distributing sponsored work will keep getting easier. The greater creative opportunity is developing the format, story and brand role that give the partnership a reason to exist.
Samsung is turning creator libraries into television channels
Samsung Electronics expanded its creator-led lineup on Samsung TV Plus across the United Kingdom, Australia, New Zealand, Singapore, Thailand, the Philippines, Brazil and Mexico.
New channels are built around Fearne Cotton’s Happy Place, JOE Media, Golf Life and Luke Nguyen. Samsung is also bringing Mark Rober TV to Latin America with dubbed programming available around the clock.
Samsung TV Plus reaches 100 million monthly active users and already carries creator-led channels from Dhar Mann, Michelle Khare, The Try Guys and Smosh.
Logical assumption: A creator property can begin on YouTube and grow into a programmed television destination. A valuable series creates a recognizable identity, a library worth returning to and enough lasting material to travel across platforms and markets.
Gap is helping build the entertainment and the audience around emerging talent
Gap Inc. launched its first partnership under a new Fashiontainment platform led by Chief Entertainment Officer Pam Kaufman.
The multi-year collaboration with rising boy band JYT includes a documentary series co-produced by Gap, a national mall tour, live performances, continuing social storytelling and a clothing collection designed with the group.
The program connects the band’s developing story with the places, products and experiences where fans can participate in it.
Logical assumption: A brand can play a meaningful role in building culture while it is still taking shape. The entertainment creates emotional investment. The live experiences, stores and products give the audience more ways to enter the world.
Verizon’s NFL series returned with a bigger season and a live ending
NFL Race to the End Zone Powered by Verizon returned for a second season on National Football League’s YouTube channel.
The 21-episode competition series pairs NFL players with gaming creators. Its first season generated 178 million views across 368 pieces of content, averaging 8.4 million views per episode.
The new season brings together 20 players and 20 creators before culminating in a live tournament during Super Bowl LXI week.
Logical assumption: A repeatable format becomes more valuable when every episode contributes to something larger. A changing cast keeps the property fresh. A season-level destination gives the audience a reason to stay with it.