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YouTube Creator Partnerships: what changes for brands in 2026
A recent announcement to turn into concrete decisions, without assuming every feature is already available in every country.
What YouTube announced on 23 September 2026
In its Made on YouTube announcement published on 23 September 2026, YouTube presents the expansion of Creator Partnerships to twenty countries. The platform also describes access granted by the creator to a brand partner, via a code, to view certain metrics and amplify a video as an ad. The announcement also mentions features still in preparation or testing.
This text is a breakdown of that announcement, not a confirmation of availability in the UK, the US, France, Morocco or any other country. Before building a campaign around a feature, check that it’s present in the accounts and countries concerned, along with the conditions shown by YouTube at that time.
What it can change in a brand brief
If access and amplification are available for the planned collaboration, the brand can discuss measurement and possible paid distribution of the creator’s content earlier. That makes it more important to define the goal, the useful metrics, the duration of access, the media budget and the reuse rights before publishing.
The tool doesn’t choose the right person or the right story. Audience relevance, creator credibility and content quality still need to be assessed separately. Our guide to choosing an influencer details these criteria.
Questions to ask before using the feature
- Is the feature available for both accounts and in the campaign country?
- What data will actually be shared, with whom and for how long?
- Does the creator accept paid amplification, and on what terms?
- Which permissions and ad disclosures are required for the target market?
- How will organic results be separated from paid results?
These answers should go into the collaboration agreement and the measurement plan. Don’t confuse a capability announced by the platform with a result promised for the campaign.
A chance to better connect creative and distribution
The new feature illustrates a useful shift for brands: thinking about the creator’s content, its possible amplification and its evaluation as one journey. For a concrete project, start from your audience and your goal, then check the tools available on launch day. The platform will keep evolving; this guide will be reviewed if its conditions change.