YouTube brings its creator takeover ad unit to Canada

YouTube has officially brought its Select Creator Takeovers to Canada, offering brands the opportunity to take advantage of the connections between creators and fans, according to the company.

The video giant says that with the new offer, advertisers and brands can buy 100% of the ad inventory of some of YouTube’s biggest creator channels. The offering first launched in the U.S. as a pilot at the end of 2024.

According to Google, YouTube users tend to spend more time watching fan content than original material. For example, while season 16 of RuPaul’s Drag Race was airing in 2024, YouTube creators uploaded 1,500 hours of content related to the show.

Google surveys have also revealed that about 50% of respondents would rather watch the creators analyze an event than watch the event itself.