Highlights from YouTube’s Event at Lincoln Center with Trevor Noah, Zara Larsson, Alex Cooper, Kareem Rahma, and Chappell Roan
YouTube Takes Center Stage at Upfronts with Star-Studded Kickoff
YouTube has ramped up its competition with industry giants like Disney and Netflix during this year’s upfronts, launching the event Wednesday night with a vibrant performance by Swedish pop sensation Zara Larsson.
Former host of Comedy Central’s The Daily Show, Trevor Noah, took on the role of master of ceremonies for the evening. He humorously remarked, “Everything is on YouTube: sports, entertainment, interviews, podcasts, you name it. I would run into my own family members, like ‘Why do I know you, from YouTube?’” He also referenced the classic YouTube video “Charlie Bit My Finger,” delighting the audience with his comedic touch.
YouTube CEO Neal Mohan emphasized the platform’s dedication to fostering a diverse creator economy. “For decades, programming was built on focus groups, but YouTube didn’t wait for a focus group,” he stated. “We built the stage and empowered anyone with a story to find an audience.”
This year, YouTube is making waves with the unveiling of new content from popular creators such as Kareem Rahma, Quenlin Blackwell, and Alex Cooper. Rahma launched Keep the Meter Running, a series in which he hops into a yellow cab to visit drivers’ favorite spots. Blackwell is set to relaunch Feeding Starving Celebrities as a revamped version this fall, welcoming top stars into her kitchen. Cooper promoted several shows for her Unwell channel, including Pot Stirrer, a miniseries featuring a Thanksgiving dinner turned social experiment.
Additionally, Cooper is gearing up to release Before the Steps, a docuseries scheduled for spring 2027 that will provide insights into the months leading up to the Met Gala.
“The industry that spent more than 20 years calling itself an audio business just became video; it became YouTube,” Cooper declared. “Networks didn’t lose this audience. They never had her. And she doesn’t just watch. She shows up, not because of an algorithm, it’s her choice. Her loyalty is not bought, it’s earned.”
YouTube star Jesser, who boasts 40 million subscribers, introduced three-time NBA champion Dwyane Wade, who will premiere the second season of Fly On The Wall later this year.
Emerging creators Julian Shapiro-Barnum and Cleo Abram also announced exciting new projects. Shapiro-Barnum’s Celebrity Substitute will launch its third season on June 3, followed by his late-night show, Outside Tonight with Julian Shapiro-Barnum, on June 17. Abram, who recently explored Antarctica, will release new episodes of Huge If True*, focusing on her unique research experiences.
Trevor Noah has transitioned into the creator space after leaving The Daily Show in 2022 and is now hosting Trevor Noah’s World Tour on YouTube, a travel series showcasing local cultures and cuisines.
“This truly is an incredible moment,” Noah concluded the event. “It’s a new era of connection and culture on YouTube. It’s where the next generation of superstars are being built from the bedroom all the way up.” He then welcomed Chappell Roan to the stage for a closing performance.
