Incoming YouTube CEO Neal Mohan has laid out his initial vision for the future of the app, which includes a range of creator monetization and expression tools, including some YouTube TV developments, generative AI, podcasts, and more. Wow, new on the block but already exhibits eagerness and vision? Hopefully, Neal Mohan takes YouTube to even greater heights.

A New Boss

First off, Mohan makes it clear that he wants to help creators make more money to keep them posting more. As he explains:

“Hundreds of thousands of channels made money on YouTube for the first time last year. And we’re providing more opportunities for creators outside of ads by expanding our subscriptions business, investing in shopping, and continually improving our paid digital goods offerings.”

Mohan also notes that more than 6 million viewers paid for channel memberships on YouTube in December 2022 – a 20% increase YoY. YouTube’s Partner Program is a key strength in this respect, paying out over $10 billion per year to creators, primarily via ad revenue share. YouTube has now extended that to Shorts, with ad revenue to be distributed among eligible creators, based on view counts, which could be a more equitable way to monetize short-form video, and could help YouTube attract more TikTokers to its platform to monetize their popularity. It seems to be a central element to Mohan’s next-level monetization push.

Mohan also notes that YouTube’s recently introduced multi-language audio tracks will provide creators with greater opportunities for expanded reach. Mohan says that the option will eventually be expanded to live stream and Shorts, which could be another way to maximize engagement and interest in its expanded offerings.

Mohan also wants to help more creators get into Shorts by providing more remix options to create Shorts from longer content, which, again, presents another key opportunity for the app. So, expect to see YouTube doubling down on opportunities to create and distribute Shorts as a means to tap into the rise of short-form content.

Mohan also seems to continue YouTube’s delivery of more home TV content, including NFL Sunday Ticket, and a new feature that will enable viewers to watch multiple NFL games at once via the app. That might be a key element, given how more and more youngsters are becoming accustomed to multiple media inputs streaming at one time. Along similar lines, Mohan also notes that YouTube’s looking to launch a new creation tool that’ll enable creators to record a Short in a side-by-side layout with both Shorts and regular YouTube videos, allowing them to easily add their own takes.

The Wrap

As you can see, Mohan’s been busy, even before sitting on the YouTube throne. While they may not be novel, these are still a range of interesting notes and considerations, which will likely have implications for many creators. It’ll be quite interesting to see YouTube’s generative AI elements, and how it’ll go about integrating these tools into the app. Either way, YouTube looks to have a ton of opportunities on the horizon. Read Mohan’s full overview here.

Sources

http://bit.ly/3kzAqp3