YouTube attracted some major advertisers to last night’s first-ever Creator Premieres showcase in New York. This upfront-style event highlighted in-the-works content from some of its biggest-name talent—and kids creators like Ms. Rachel, Dhar Mann and Mark Vins (Brave Wilderness) were a key part of the show.

Ms. Rachel (17.7 million subscribers, pictured) presented a new episode all about friendship and inclusivity that’s set to premiere early next year. And Cleo Abram (6.9 million subscribers), who makes entertaining science videos, teased an episode in which she teams up with rising kids media star Mark Rober to explore what would happen if a giant asteroid started heading toward Earth.

The kids industry has struggled to figure out how to make meaningful revenue on YouTube, especially after the platform disabled targeted advertising for kids content to comply with COPPA regulations in the US. So it’s significant that the global video platform used kids content as one of its levers to appeal to advertisers. And there were some big fish at the event, including Unilever, Verizon, Omicron Group, WPP and Dentsu, according to a YouTube spokesperson.

YouTube is also seemingly taking a page from Spotter’s playbook. This creator-focused company hosted its own upfront for advertisers in March featuring popular platform stars like MrBeast, Dude Perfect and Jordan Matter. With last night’s showcase, YouTube is clearly now making a similar play for ad spend.

And YouTube is certainly going strong at the moment, with Nielsen reporting that it has been the most-watched platform for more than two years. In a release about last night’s event, YouTube cited data from market research company Kantar, which has found that brands that partner with creators increase purchase intent and outperform companies that just buy brand ads alone.

“[YouTubers are] not only driving culture—they’ve created an irreversible change in entertainment,” said Sean Downey, Google’s president of Americas and global partners. “For advertisers, YouTube presents a unique opportunity to make an impact with their desired audiences, by aligning and deeply integrating their brands with the voices that they actively seek out.”