YouTube has just unveiled a range of tools designed to bring creators, brands and commerce together directly on the platform. Among the new features announced on 23 September 2026 are: AI-powered assistance for responding to briefs, a customisable Media Kit, simplified access to data from a sponsored video, the ability for a brand to amplify that video through advertising, as well as new Shopping affiliate features.
The significant change is not the disappearance of traditional advertising revenue. Rather, YouTube is seeking to transform every piece of relevant content into a measurable commercial asset: a video can attract an audience, demonstrate expertise, interest a brand, be reused in a paid campaign and, in certain countries, generate commissions on sales.
For creators, coaches, consultants and freelancers, the opportunity is very real. But it also requires greater clarity on the value offered, the rights granted to brands and the trust of the audience. Information and availability verified on 26 September 2026.
What YouTube has officially announced
In its official announcement on 23 September, YouTube outlined several developments centred on two key areas: brand partnerships and affiliate marketing.
The platform also states that more than 1.3 million creators are already taking part in YouTube Shopping and that the gross merchandise value generated by the programme has increased thirteenfold in two years. According to an internal YouTube study, products tagged with labels receive more than twice as many clicks as links placed in a description.
These figures indicate a trend, but do not constitute a promise of revenue for each channel. The outcome always depends on the country, eligibility, subject matter, audience, product and the quality of the content.
YouTube no longer just sells audience figures: it manages the commercial relationship
For a long time, YouTube’s most visible business model was based on a simple sequence: upload a video, attract views, then receive a share of the advertising revenue. Partnerships already existed, but much of the negotiation, measurement and reporting of results took place outside the platform.
These new tools now bring together several stages: being discovered by a brand, responding to a brief, presenting one’s profile, sharing content performance metrics, authorising its amplification and, potentially, receiving a sales commission.
The customisable Media Kit plays a vital role here. A good media kit shouldn’t just be a fancy list of follower numbers. It must explain who you reach, why your audience listens to you, which formats you’re skilled at, and what results a brand can reasonably expect. Ask Studio can help formulate this response, but AI does not automatically recognise the unique value of your work.
Brand partner access also introduces an important distinction. Allowing a brand to view a video’s data is not simply a matter of sending them a screenshot. The system can also enable them to promote the content via Google Ads. A video designed for an organic community can then reach a much wider audience within an advertising context.
VIFLY’s perspective: Profitable content isn’t just content that racks up views. It’s content whose value, rights, results and next steps are clear enough to become a genuine opportunity.
This is the approach we advocate: visibility, understanding, trust, action, opportunity. YouTube can boost visibility and facilitate certain actions. It is no substitute for the creator’s positioning, the trust built up over time, or a clear destination outside the platform.
Two practical examples for creators and freelancers
A beauty creator turns a tutorial into a commercial asset
A beauty blogger has posted a long video on a skincare routine suited to hot climates. She explains her criteria, demonstrates the textures and outlines the limitations of each product. This content is useful even without any sponsorship, which helps maintain her credibility.
A brand then offers her a collaboration. The creator declares the commercial relationship, tags the partner in the video and may grant them access to performance metrics. If the content is amplified, she must have negotiated the duration, territories, media channels, any modifications and the remuneration associated with this advertising use. In countries where Shopping affiliate programmes are available, she can also identify eligible products and earn a commission on certain sales.
To avoid relying on a single video, she has brought together her presentation, her other content, her terms of collaboration and her key links in a LinkHub VIFLY. The brand gains a quicker understanding of its world, whilst the audience finds a stable home.
A consultant uses YouTube as evidence ahead of a meeting
An organisational consultant publishes an educational case study: initial problem, methodology, trade-offs and outcome. His main objective is not to sell a physical product. Yet YouTube’s new approach affects him just as much.
Its content may be of interest to a software publisher or a B2B brand. Its Media Kit should therefore highlight the quality of the audience, the roles of the viewers, the engagement rate and the qualified enquiries received, rather than simply the number of views. A sponsored partnership can fund a new study, provided that the partner is relevant and that editorial independence remains evident.
After watching the video, the prospect needs to understand how to move on to the next step. A clear page on VIFLY, followed by a customised slot via VIFLY Booking, turn attention into a sales conversation without requiring the viewer to search for an email address buried in the description.
Nuances and points to bear in mind
First point to note: a global announcement does not necessarily mean immediate availability in France. As of 26 September 2026, the official help page for the YouTube Shopping affiliate programme lists thirteen current markets: Argentina, Brazil, the United States, India, Indonesia, Japan, Korea, Malaysia, Mexico, the Philippines, Singapore, Taiwan, Thailand and Vietnam. France is not yet included.
YouTube has announced an expansion to 35 countries by the end of the year, but does not provide a full list or a precise timetable for each country in its press release. A French content creator may be part of the YouTube Partner Programme and use certain Shopping features for their own products without necessarily being eligible for the third-party product affiliate programme. These schemes should not be confused.
Second point: “coming soon”, “in testing” and “available” are not synonyms. Ask Studio for briefs is due to be announced shortly. Dynamic brand segments are still in the testing phase. Video access sharing and ad boosts already have official documentation, but their display depends on the account, YPP status and market.
Third point to bear in mind: advertising amplification alters the value of rights. A brand that features your video in an advert no longer uses it merely as a placement visible to your audience. It capitalises on your image, your creative output and your credibility to buy reach. The duration, target countries, media budget, platforms, editing rights and the possibility of reusing the content must be explicitly negotiated.
Fourth point to bear in mind: transparency remains mandatory. YouTube reminds creators that sponsored content, recommendations and partnerships must comply with its disclosure rules. In France, commercial transparency must not be treated as a mere design detail. The disclosure must be clear to the audience, and the claim must not exceed what the creator can actually verify.
Finally, affiliate marketing can distort editorial independence if each topic is chosen solely on the basis of a commission rate. Commissions may vary, and a cancelled or refunded purchase may result in them being cancelled. Lost trust, however, cannot be refunded.
What to do next? The VIFLY action plan
The right strategy, therefore, is not to wait for a brand to magically discover you. It involves making your value clear, your audience understandable and your collaboration process professional enough to ensure that an opportunity can move forward smoothly.
YouTube is gradually building the infrastructure of this relationship. Creators retain control of what makes their value: their voice, credibility, rights and relationship with their audience.
FAQ on YouTube Creator Partnerships and Shopping
What is YouTube Creator Partnerships?
This is the set of tools by which YouTube helps brands discover creators and organize collaborations. It gradually replaces and consolidates earlier devices, including BrandConnect, with functions of linking, data sharing and advertising amplification.
Can a brand promote my video without my consent?
The documented device is based on access granted by the creator or requested by the mark and then accepted. Before any authorization, check the rights, duration, territories and remuneration provided for in your contract.
Is the YouTube Shopping affiliate program available in France?
Not in the current official list consulted on 26 September 2026. YouTube foresees an extension to 35 country by the end 2026, but France and its possible opening date are not confirmed in the announcement of 23 September.
Does 500 subscribers need to use these tools?
The threshold depends on the function. Expanded access to the YouTube Partner Program can start with 500 subscribers when the other conditions are met, but Shopping affiliation, partnerships and some tools apply their own country, channel and eligibility criteria.
What does access to the brand partner allow?
According to the YouTube documentation, it allows the brand or its agency to consult the organic and paid performances of the video and promote it through the format creators partnerships boost.
Will L的IA Ask Studio negotiate contracts instead of creators?
YouTube announces support to respond to briefings, prepare proposals and customize the Media Kit. This does not replace the human verification of a contract, rights of use, remuneration or match between the mark and the hearing.