YouTube reveals first major presence at MIPCOM

YouTube is to have its first major presence at MIPCOM this year, with dedicated event space and daily workshops being lined up for the Google-owned streamer.

The YouTube Space - a branded hospitality area - will take up part of the Palais des Festivals, while workshops and hosted events are also planned to mark the company’s 20th anniversary.

Pedro Pina, vice president of YouTube EMEA, has also taken a Headliner Keynote slot in the Grand Auditorium, with events also planned during MipJunior, which runs the weekend prior to MIPCOM (13-16 October).

YouTube execs have been attending the Cannes market for years but 2025 will mark the first time the company has had a substantial on-the-ground presence at the October event.

The move comes as organisers RX France attempt to lure in more of those working in the creator economy to the event, which remains the world’s largest market for television and streaming content.

Organisers have already said the global creator economy will provide the overarching theme at this year’s market, with the first non-US edition of brand-funded summit BrandStorytelling planned.

The Producers Hub is being rebranded to the MIP Creative Hub, while the MIP Innovation Lab will return to cover subjects such as FAST and AI. A new workshop series with YouTube will cover audience, monetisation and formats.

MIPCOM chief Lucy Smith said: “2025 is undoubtedly the year of the ‘global creator economy’ and we are proud to welcome YouTube during its 20th anniversary as they increasingly reinforce partnerships across the international television industry.”

Pina described her company’s expanded presence as “a strategic move to bolster our international TV collaborations and demonstrate YouTube’s role in supporting media companies amidst evolving content consumption.”