Platform

YouTube Expands Creator Data Sharing Options To Boost Brand Partnerships

Published on July 10, 2025

YouTube is rolling out a new feature allowing creators to share more comprehensive channel and audience data with potential brand partners.

As reported by Social Media Today, the optional setting in YouTube Studio aims to help creators “potentially be discovered by advertisers and brands for more earning opportunities,” according to YouTube’s statement.

These expanded data sharing permissions will enable advertisers to access more detailed information when searching for creators in specific niches for promotional partnerships. The feature supplements YouTube’s Creator Partnerships Hub, which was previewed at NewFronts in May.

Integration with Creator Collaborations Platform

The new data sharing capability connects with YouTube’s Creator Collaborations platform, a centralized Google Ads tool designed to help brands leverage YouTube creators in advertising campaigns. Currently in beta and available by invitation only, Creator Collaborations offers features including video suggestions, performance metrics, and linking capabilities.

When creators opt in to share their data, brands can access statistics such as views, watch time, likes, comments, and audience demographics to evaluate potential partnerships. This integration streamlines the process of identifying suitable creators for brand deals.

Expanded Ecosystem and API Development

YouTube is also developing a new API that will enable influencer agencies and SaaS platforms to integrate creator data directly, further enhancing influencer discovery capabilities. This development follows the launch of “Open Call,” a feature announced at Cannes Lions that allows brands to publish creative briefs within the Creator Partnerships Hub.

“YouTube has the most influential creators and impactful creator and influencer content,” said Sean Downey, President of Americas and Global Partners for YouTube, in a recent statement.

YouTube’s creative ecosystem supported more than 490,000 full-time equivalent jobs last year and has paid over $70 billion to creators, artists, and media companies in the three years preceding January 2024.