YouTube to let creators share audience data with brands for partnership opportunities

New Delhi: YouTube is rolling out a new feature that will allow creators to share their channel and audience data with advertisers, potentially opening the door to more brand collaborations and monetisation opportunities.

According to a notification sent to creators, the platform is launching an optional setting in YouTube Studio through which creators can enable access to select data. This update is designed to help advertisers discover relevant creators for promotions based on their audience profile and channel insights.

As YouTube explained, “We are launching a new feature that allows you to share channel and audience data to potentially be discovered by advertisers and brands for more earning opportunities like higher revenue ads, brand deals, and shopping affiliate offers.”

The feature is part of the company’s broader efforts to enhance its Creator Partnerships Hub, an initiative first previewed at the 2025 NewFronts event. The Hub aims to improve visibility for creators and streamline brand-creator matchmaking, according to the report.

In addition to the new Studio setting, YouTube is also developing an API that will allow influencer agencies and third-party platforms to integrate creator data. This tool is expected to support more efficient influencer discovery and campaign planning.

The update comes as YouTube continues to emphasise creator monetisation as a key competitive advantage, particularly in the context of growing engagement with Shorts and ongoing regulatory uncertainty surrounding rival platforms like TikTok.