YouTube BrandConnect is the brand deal programme that now appears as Creator Partnerships in YouTube Studio. If you're in the YouTube Partner Program in a supported country, YouTube makes you discoverable to brands automatically and gives you a Creator Partnerships tab under Earn, where brand inquiries arrive and you set your rates and business contact.
The name causes most of the confusion. YouTube's help centre now calls it Creator Partnerships, but the opt-out address it gives still uses the BrandConnect name, which is why both terms are still searched.
Everything below comes from YouTube's own Help Center, read in October 2026.
Who can use Creator Partnerships
YouTube lists three minimum requirements:
- Your channel is in the YouTube Partner Program.
- You're based in one of the available countries or regions.
- You have no active Community Guidelines strikes.
Your channel also has to follow YouTube's monetisation policies. If you're eligible, YouTube says the Creator Partnerships tab appears automatically in the Earn section of YouTube Studio, on the app and desktop. You don't apply for it. If you're not in the Partner Program yet, my YouTube monetization checker is a quick way to see how close you are.
Countries where it's available
| Region | Countries on YouTube's list |
|---|---|
| Europe | France, Germany, Italy, Netherlands, Spain, Switzerland, Turkiye, United Kingdom |
| Americas | Brazil, Canada, Mexico, United States |
| Asia Pacific | Australia, India, Indonesia, Japan, New Zealand, Philippines, Singapore, South Korea |
| Middle East | Saudi Arabia, United Arab Emirates and one more market |
That makes 23 countries and regions in all. YouTube notes that your experience can differ by country or region, so some features may look different where you are, and it says it hopes to bring the tab to more creators and countries soon. If your country isn't listed, check the help page again before assuming you're left out, because the list changes.
What's in the Creator Partnerships tab
- Streamlined inquiries: tools inside YouTube Studio to manage campaign inquiries, with clearer briefs from brands.
- Media Kit: audience insights tailored to your channel, so you can pitch yourself to brands.
- Desired rates: set the rates you want for long-form video and Shorts partnerships.
- Business contact: add a manager or talent agent email that's copied on every inquiry.
If you've never put together a media kit before, it's worth reading what a media kit is so you know what brands expect to see alongside YouTube's numbers.
How a brand inquiry works
Every inquiry shows the brand name, a summary of the brand, its website and an Earn figure. Some also include partnership details, deliverables, talking points, the call to action the brand wants and product information. When one arrives, you get a notification on mobile and web, an email to your main account address, and a copy to your business contact email if you've set one.
- Open YouTube Studio and go to Earn.
- Select the Creator Partnerships tab and open the campaign inquiry.
- Read the brief, deliverables and talking points.
- Choose Interested to share your contact details with the brand, or Not interested to decline.
- If you go ahead, negotiate and sign the agreement directly with the brand.
The catches worth knowing
Three points in YouTube's own wording matter more than anything else on the page.
- The Earn figure isn't an offer. YouTube says these amounts are provided by the advertiser and shouldn't be confused with final offers. Treat them as a starting point for negotiation.
- The brand pays you, not YouTube. You sign the agreement with the brand and you're paid by the brand. YouTube tells you to make sure you understand the terms of anything you sign.
- You're discoverable by default. Eligible creators can be found by brands and receive inquiries without switching anything on. To opt out of search recommendations and brand outreach, YouTube asks you to email the opt-out address listed on its help page.
Brand partner access: should you say yes?
After a deal, a brand may ask for brand partner access to your video. If you accept, YouTube says the advertiser can see the video's organic performance in Google Ads and use the linked video in its advertising. That's useful if paid boosting was part of your deal, and YouTube says it's entirely your decision. If boosting wasn't agreed, ask about it before you accept.
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You can also start the request yourself: select a reported brand deal when you upload or edit the video, search for the brand during upload (Partner Program creators only), or generate a code and send it to the brand.
Can a manager or agent use it for you?
Yes. YouTube says you can add your agent's email as the business contact so they get a copy of every inquiry, or add them as an authorised user so they can manage deals directly in YouTube Studio. YouTube also recommends turning on channel insights sharing, which gives brands more data when they search and can improve your visibility. If you sell products too, have a look at the YouTube Shopping affiliate program.
My verdict
If you're in the Partner Program, Creator Partnerships is already working for you whether you've looked at it or not, so spend ten minutes setting it up well. Add your rates for long-form and Shorts, add a business contact if you have one, and turn on insights sharing. Then treat every Earn figure as an opening number, read the brief closely and remember the contract is between you and the brand.
Frequently asked questions
Is YouTube BrandConnect the same as Creator Partnerships?
Yes. YouTube's help centre now describes the brand deal features as YouTube Creator Partnerships, and the opt-out address it lists still carries the BrandConnect name.
Who is eligible for YouTube Creator Partnerships?
YouTube says your channel must be in the YouTube Partner Program, based in an available country or region, and have no active Community Guidelines strikes.
Does YouTube pay you for Creator Partnerships deals?
No. YouTube says you negotiate and sign the agreement directly with the brand, and you're paid by the brand.
Is the Earn amount in an inquiry a final offer?
No. YouTube says the amounts are provided by the advertiser and aren't meant to be confused with final offers. Use them as a starting point for negotiation.
How do I stop brands contacting me through YouTube?
YouTube says you can opt out of search recommendations and brand outreach inquiries by emailing the opt-out address listed on its Creator Partnerships help page.
