<ul><li>YouTube is leveraging cultural sponsorships to attract advertisers and produce TV-like shows, amidst competition from platforms like Netflix.</li><li>YouTube is focusing on connecting brands with creators like Hartbeat, who received sponsorship from State Farm for their show 'Caddie & the Kid'.</li><li>The platform is offering new sponsorship packages that combine creator content with major cultural events to appeal to advertisers, aiming to improve production value without upfront costs.</li><li>YouTube's push to secure big brand deals for its TV-like shows could potentially broaden creators' access to advertisers and revenue, while also enhancing exposure for selected creators through sponsorships.</li></ul>

How YouTube is trying to stay a step ahead of Netflix

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