YouTube will let creators co-host shopping livestreams
event. It also unveiled a new"redirects" feature that will let YouTubers work more closely with brands.
YouTube said the features will be a way to help creators and advertisers make more"meaningful connections" with their audiences. The first allows two channels to go live and cohost together,"uniting their communities in a single live shopping stream," YouTube said. The other is called live redirects, letting creators start a shopping livestream on their own channel, then redirect to a brand's channel for fans to keep watching.
With the new features, YouTube is taking live shopping to a new level in order to take on terrestrial shopping channels. It's not a coincidence that it hosted Brandcast at the so-called"Upfronts" sessions used by TV channels broadcasters to promote new content to advertisers, rather than the digital equivalent, NewFronts.
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