The five things we learnt from YouTube's 20th Birthday post
This week saw video platform YouTube celebrate its 20th birthday but in marking the occasion YouTube CEO Neal Mohan has laid out some clear territory markers on where he sees the platform going - in particular in the areas of television and podcasting.
Here are some of the key points worth noting:
- YouTube is positioning itself as "the new television"
Its no surprise to anyone following the space that YouTube is a growing part of consumption but Mohan revealed that Smart TVs are now the primary device for YouTube viewing in the US - not mobile.
As experienced tech reporter Chris Griffiths noted for Channel News this is a important milestone and one which will be watch by the traditional free-to-air TV networks both in the US and in Australia.
- YouTube is also thinking about the second screen experience
We all know second screening is something we all do but Mohan laid out that this would be a part of YouTube's future strategy.
He wrote: "As more creators produce content for the big screen, we're bringing the best of YouTube to TVs, including a second screen experience that lets you use your phone to interact with the video you're watching on TV — for example, to leave a comment or make a purchase. We’re also experimenting with a new feature called Watch With, which enables creators to provide live commentary and real time reactions to games and events. We began testing this feature last year with the NFL and will experiment with other sports and types of content this year."
- YouTube wants to be the "epicenter of culture"
It is interesting that Mohan cited the audience that President Trump garnered on the platform for "podcast" (really a video interview) with Joe Rogan - which has garnered 55 million views and counting. He also points to the 45 million viewers who streamed content on the results on Election day going so far as to frame it as the "YouTube Election".
Echoing what some of the other tech CEOs have said in recent months he writes: "More than just a platform, YouTube is the epicenter of culture, and we’re committed to fostering a vibrant community where everyone has a voice."
- YouTube has eyes on podcasting
The platform isn't just looking at TV its also looking at podcasting.
Mohan writes: "One of the most relevant formats driving culture – podcasts – is thriving on YouTube. YouTube is now the most frequently used service for listening to podcasts in the U.S. We’ve long invested in the podcast experience and creators have found that video makes this format even more compelling. This year we’ll roll out more tools to support podcasters, improve monetization for creators, and make it even easier to discover podcasts."
- YouTube sees Creators as "Hollywood Start Ups"
The post notes how creators are building professional studios and producing high-quality content, redefining entertainment.
It also talks about new revenue streams they are building be it ads, YouTube Premium, shopping recommendations, and channel memberships (which saw a 40%+ increase).
YouTube is expanding features like Communities and Hype to help creators engage with audiences. It is also implementing AI tools like Dream Screen and Dream Track generate backgrounds and soundtracks for Shorts in a move which will challenge rival platforms like TikTok.
Mohan writes: "Like startups everywhere, creators are also getting savvy about finding new ways to build their businesses, and we’re unlocking more ways for them to earn. Last year, more than 50% of channels earning five figures or more (USD)3 on YouTube made money from sources other than ads & YouTube Premium. Shopping recommendations are also becoming a key revenue stream for many creators, like Bora Claire who recently shared with us that she generated hundreds of thousands of dollars in sales from a single video reviewing cashmere cardigans."
The author consults for both clients in the television and radio/audio space.
