The news: YouTube highlighted an expansion of itsTV-style Creator Shows at its annual Brandcast upfront on Wednesday, led by creators and celebrities like Alex Cooper, Trevor Noah, and Kareem Rahma.

YouTube launched “Stations” last month, beginning with Coachella TV, which offered continued access to festival highlights and archived performances. YouTube indicated at the time plans to allow creators to make their own channels.

Why it matters: The expansion of available linear-style channels shows that YouTube is increasingly pitching itself as the new TV—capitalizing on linear audiences’ steady decline.

YouTube already dominates the TV screen: We forecast 181.1 million US YouTube CTV viewers will watch YouTube via a CTV device this year.

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YouTube pitches creator-led, TV-like series at Upfronts

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