How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it.

From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results.

If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it.

Get the YouTube Confidence Gap Report from Little Dot Studios:
https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-report

This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook

Timestamps

00:00 - Intro
01:35 - Why YouTube made a creator space in Cannes
03:06 - How Cannes has changed over the past 20 years
06:12 - How many people are paid to be YouTubers
09:39 - The secret of YouTube
11:08 - Who are the biggest creators on YouTube
12:36 - What are the most important metrics on YouTube
14:42 - Why content will always be king on YouTube
15:57 - What makes a succesful YouTuber
19:48 - Is YouTube a broadcaster, streaming platform or social network?
22:36 - How important is short form for creators in 2026
27:24 - The YouTube Confidence Gap
28:56 - What CMOs think about YouTube
29:54 - How to get more confidence in your YouTube strategy
32:53 - The biggest barriers for companies being successful on YouTube
35:00 - How can brands work successfully with creators
39:31 - How can brands be authentic when they work with creators
42:46 - What Pedro wishes CMOs understood better about YouTube
44:14 - The best advice Pedro has ever recieved