YouTube announced a range of initiatives designed to attract more TV ad dollars to its platform at Brandcast, its annual Upfront event for advertisers.

At YouTube Brandcast on Wednesday night, the finale of a three-day blitz of upfront presentations in New York, Lady Gaga achieved the rarest of things: a standing ovation and screams of enthusiasm from a crowd of advertisers.

NBC will air the Super Bowl, while Fox has the NFC title game and CBS has the AFC title game. Networks will share wild-card and divisional-round games, and Prime Video also has one wild-card game. Playoffs are expected to begin Jan. 10, 2026, and Super Bowl LX is Feb. 8, 2026, at Levi’s Stadium in Santa Clara, Calif.

At YouTube's Brandcast upfront, it announced a sponsorship package for advertisers to buy against cultural moments such as the Oscars and Emmys.

YOUTUBE is set to host a major sports event for free later this year in a global streaming exclusive. NFL fans will be able to stream a week 1 game on the platform without paying a penny. The