Do You Make The Cut? YouTube Set To Pick Top 5 Percent of YouTubers For NewFronts Ad Deals

Well this is going to get awkward …

How do you separate the wheat from the equally deserving wheat? YouTube is going to have to make this determination very soon as the NewFronts advertising media blitz gets set to kick off next week.


As part of YouTube’s initiative to gobble up more lucrative advertising deals, they’ve introduced a new strategy to appeal to marketing executives: represent the top 5 percent of YouTube accounts and swear to split the good content amongst these “most important” channels. Of course it’s a slam dunk for top tier performers like Jenna Marbles and company — but this still leaves hundreds if not thousands of channels hanging in the balance, either set to be rewarded as “Preferred Partners” or extended a less dynamic deal as a “mere Associate.” There’s no easy sell either way and I’d expect relations to get a little bit chippy between YouTube and some of its major players.

On the other hand, this could be the positive push Dailymotion needs to make some strides in the competition for viewer eyeballs. YouTube’s 6-10 percent creator demographic could potentially find themselves in the enviable position of being Dailymotion or Vimeo’s 1 percent if they hopped ship over this little situation.


The NewFronts media deals, set to go down in New York, could wind up being a major dividing line for YouTube. As mentioned by the Wall Street Journal, the creative channels are going to be broken down into the following branches:

  • Anime/Teen Animation
  • Beauty
  • Cars
  • Comedy
  • Entertainment/Pop Culture
  • Family
  • Food
  • Music
  • News
  • Science
  • Sports
  • Technology
  • Video Games
  • Wellness

This actually works out in a lot of creators’ favor — I imagine the popularity of the beauty, music and video game channels might have garnered a bit more attention than say the car or sport channels otherwise. Of course, since we play Devil’s advocate here — is this sort of “affirmative action” technique fair? Should otherwise deserving video game and beauty channels get ignored simply because they are in a crowded field? Man, I would hate to be YouTube right now. Decisions, decisions …

While YouTube is deciding (or really, letting their algorithms do the deciding), do some deciding of your own: decide to share this article on Facebook and Twitter.

For your effort, I shall reward you with more YouTube news:

New Study: YouTube Viewers Less Interested in TV [INFOGRAPHIC]

The Ugly Truth: Should YouTubers Have A Political Opinion At The Cost Of Viewers?

The Slow Death of A Crooked Empire: Is YouTube Really Hurting The Music Industry?

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