Why Marketers Are Shifting Budgets to YouTube

Lauren and Josh are back in the studio (Josh, notably, caffeine-free) to discuss the biggest beef in kids content today...Bluey vs Brainrot? Well, at least that's what YouTube's new Youth Digital Wellbeing Initiative has us believing.

Elsewhere: more than half of brands will pay YouTubers to market their products this year; March Madness sells out its ad space early, and the biggest game show of all time is on for Season 2.

Here's more detail on what we covered today:

• Bluey is the top kids' show on streaming. Rights holder BBC is "only just getting started." - Tubefilter
• There's a lot of slop on the internet. YouTube, Moonbug, The Wiggles, and more say they'll stop kids from watching it. - Tubefilter
• More than half of brands will pay YouTubers to market their products this year - Tubefilter
• March Madness ads sold out "earlier than it has historically.” Did NIL influencer deals play a part? - Tubefilter
• Lilly Singh is launching a network for South Asian YouTubers - Tubefilter
• MrBeast will give away $15 million in prizes during second season of 'Beast Games' - Tubefilter
• Turns out Gen Z doesn't like video podcasts. Now what? - Tubefilter

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