As YouTube celebrates its 20th anniversary this year, CEO Neal Mohan is positioning the platform as a cornerstone of the media and entertainment industry, as well as a driving force in shaping culture at large. Mohan, a veteran of both Google and YouTube, has been at the helm since February 2023 and is now in his third year as CEO. In his annual letter to the YouTube community, he emphasized the transformative journey of creators on the platform, who have evolved from producing simple, DIY-style videos to establishing professional-grade media operations. This shift, Mohan argues, is redefining the entertainment landscape, with creators becoming the equivalent of startups in Hollywood. He highlighted examples such as Dude Perfect, a sports and trick-shot group that recently opened a $5 million headquarters in Texas, and Inoxtag, a French influencer who produced a 2.5-hour documentary about his preparation to climb Mount Everest. These creators, along with others like Alan Chikin Chow and Kinigra Deon, are building studios and producing high-quality content that resonates with millions of viewers worldwide. Mohan’s letter underscores the idea that YouTube is no longer just a platform for amateur videos but a hub for professional creators who are pushing the boundaries of entertainment.
One of the most significant trends Mohan pointed out is YouTube’s growing dominance on TV screens. In the U.S., TV has overtaken desktop and mobile as the primary device for YouTube viewing, with the platform capturing a record 11.1% share of TV usage among streaming platforms in December 2024. This surpasses competitors like Netflix, Prime Video, Hulu, and Disney+. YouTube’s success on connected TVs is not only attracting more viewers but also drawing in new advertisers. The platform is introducing formats specifically designed for the big screen, such as QR codes and pause ads, to enhance the viewer experience. Additionally, YouTube is experimenting with features like a second-screen experience, which allows users to interact with videos on their phones while watching on TV, and Watch With, a feature that enables creators to provide live commentary and real-time reactions to events. These innovations are helping YouTube solidify its position as a leader in the entertainment industry, with a focus on creating a more engaging and immersive experience for both creators and viewers.
Mohan also highlighted the diversification of revenue streams for creators on the platform. In 2024, more than 50% of channels earning at least $10,000 on YouTube generated revenue from sources other than ads and YouTube Premium. These include shopping recommendations, channel memberships, and other monetization tools. To further support creators, YouTube recently expanded access to Communities, a fan-engagement hub that replaces traditional comments, and plans to launch Hype, a feature designed to help fans rally around up-and-coming creators, in more markets by 2025. Mohan emphasized YouTube’s commitment to supporting creators at every stage of their journey, recognizing that the platform’s success is deeply intertwined with the success of its creator community. He expressed optimism about the future, stating that it is still the early stages of what creator-led startups can achieve.
YouTube’s role as a cultural epicenter was another key theme in Mohan’s letter. He cited the platform’s impact on major events such as elections, sports, and music festivals, noting that YouTube is often the go-to destination for live coverage and analysis. For instance, on Election Day in the U.S. last November, more than 45 million viewers watched election-related content on YouTube. Mohan also referenced Joe Rogan’s pre-election interview with President Trump, which garnered over 55 million views, and political comedy sketches from NBC’s “Saturday Night Live.” These examples illustrate how YouTube has become a central hub for cultural moments, from the Olympics to the Super Bowl and the Cricket World Cup. Mohan’s vision is clear: YouTube is not just a video-sharing platform but a global stage where the world’s biggest moments unfold.
In addition to its dominance in video content, YouTube is also becoming a major player in the podcasting world. According to research from Edison Podcast Metrics, YouTube is now the most-used service for listening to podcasts in the U.S., surpassing platforms like Spotify and Apple Podcasts. Mohan attributed this success to the platform’s investments in the podcast experience, with creators finding that video enhances the traditional audio format. To further support podcasters, YouTube plans to roll out more tools for monetization, improved discovery features, and enhanced engagement options in the coming year. This expansion into podcasting underscores YouTube’s ambition to be a one-stop destination for all types of media consumption, catering to a diverse range of audience preferences.
Finally, Mohan addressed the role of artificial intelligence (AI) in shaping the future of YouTube. He emphasized that AI has long been a part of the platform’s journey, from powering recommendations to producing captions and helping to identify and remove harmful content. In 2024, YouTube launched an AI-powered auto-dubbing feature to help creators translate their videos into multiple languages. This feature has been successful, with over 40% of watch time for dubbed videos coming from viewers choosing to listen in a dubbed language. Mohan announced that this feature will be made available to all creators in the YouTube Partner Program later this year. Additionally, YouTube is partnering with CAA to help talent identify and remove AI-generated deepfakes that have been uploaded to the platform. Mohan reiterated YouTube’s commitment to responsibly harnessing the power of AI to enhance the platform’s offerings while ensuring a safe and positive experience for all users.
In conclusion, Neal Mohan’s letter paints a vivid picture of YouTube’s evolution from a simple video-sharing platform to a global media powerhouse. With its focus on empowering creators, expanding into new markets, and leveraging cutting-edge technologies like AI, YouTube is poised to remain at the heart of media and culture for years to come. As the platform celebrates its 20th anniversary, it is clear that YouTube’s best days are still ahead.
