Sponsoring stijgt met 54% j-o-j op YouTube

A Sharp Rise in Sponsored Content

Brands are betting big on YouTube creators. A new report from Gospel Stats shows that creators uploaded more than 65,000 sponsored videos in the first half of 2025, a 54% year-over-year increase.

Total viewership for branded content also grew by nearly 30%, reaching an estimated 19 billion views in six months.

The findings underline a major shift in the creator economy: sponsorships, once an add-on for top influencers, are becoming a central income stream across all creator tiers.

Why Sponsorships Are Growing So Fast

Several forces are driving this surge in brand-creator partnerships:

• Authenticity beats ads. Audiences now trust creators more than traditional commercials, making sponsorships a more persuasive form of marketing.

• Longevity of content. YouTube videos remain searchable and evergreen, offering brands long-term visibility compared to short-form social posts.

• Middle-tier creators rising. Much of the sponsorship growth comes from channels with 100k–500k subscribers, showing how “creator middle class” talent is becoming commercially valuable.

• Ad fatigue and cost shifts. As paid digital ads become pricier and less effective, marketers are redirecting budgets toward creator integrations.

• Better data and tracking. New analytics tools like Gospel Stats allow brands to measure campaign performance with greater precision, giving confidence to scale.

What It Means for Creators, Brands, and YouTube

For Creators

The sponsorship boom opens new opportunities across niches—from gaming and beauty to education and finance. Mid-size channels can now secure steady income without relying solely on AdSense revenue. Still, audience trust remains the key asset: authenticity can’t be automated or forced.

For Brands

Sponsorships are no longer experimental; they’re strategic. Marketers are shifting from one-off integrations to year-long ambassador programs, seeking deeper partnerships that align with brand identity.

Performance metrics are expanding beyond impressions to include engagement, sentiment, and conversion.

For YouTube

YouTube benefits from this ecosystem expansion even though sponsorship dollars flow outside its direct ad business. It reinforces the platform’s dominance as the creator economy’s most monetizable channel.

Expect YouTube to introduce more sponsorship-friendly tools and analytics in 2026 as competition from TikTok and Instagram intensifies.

What to Watch Next

• Will sponsorship growth sustain into 2026, or plateau as supply increases? 

• How will average deal sizes evolve, and which creator segments will benefit most?

• Will YouTube introduce native tools to connect creators and brands more efficiently?

• How will emerging formats like Shorts and AI-generated video affect sponsorship models?

The 54% growth rate shows that the creator economy is maturing into a stable advertising channel — not just a passing trend.

YouTube sponsorships are surging, reshaping how brands spend and how creators earn.

The lines between entertainment, marketing, and entrepreneurship continue to blur,  and for creators, that’s the opportunity of a generation.

Source – Tubefilter