In two days YouTube will call creators to New York for its annual event, where it usually shows product news for the coming year. Made On YouTube 2026 takes place on 23 September. YouTube has not published the official programme in advance, so specific news will only be known on site. The official event page does not yet link to a livestream. The countdown there ends at 16:00 Central European Summer Time.
What YouTube showed last year
The previous edition hints at where the event is heading. YouTube presented generative Veo tools for Shorts, the option to switch a livestream to members-only mode, and automatic AI clips from livestreams for Shorts, new ways of earning from brand partnerships, and AI features in YouTube Studio. The announcements therefore focused mainly on generative creation, live streaming and monetisation.
What is on the table this year
Without an official programme, only the direction can be estimated. Generative AI, livestreaming and tools that connect creators with brands will probably return this year too. The shape of YouTube's news will only become clear on Wednesday. Until then, any specific features are pure speculation.
What from the announcements reaches Europe
European creators and brands will also want to know under what conditions the news reaches their market. The EU requires AI-generated content to be labelled, including content made with generative video tools. Article 50 of the European AI Act, which imposes that obligation, applies from 2 August 2026. AI systems placed on the market before that date have until 2 December 2026 to meet machine-readable labelling of content. Moreover, YouTube usually makes monetisation features and brand collaboration tools available gradually, market by market, so the offer in Europe may differ from the announcements in New York. YouTube is also competing for the same creators and brand budgets as TikTok and Meta, with Meta having just launched its own brand-creator collaboration tools globally.
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