Get ready for a thrilling ride as we dive into the world of YouTube's dominance over traditional TV!
YouTube's Rise: A Media Revolution
In a captivating scene, YouTube CEO Neal Mohan and NFL Commissioner Roger Goodell embraced at Levi's Stadium, signaling a pivotal moment in media history. Mohan, flanked by top YouTube creators, was there to witness the first exclusive NFL game hosted by YouTube, a game that would set the stage for a media revolution.
The Power of Partnership
Mohan's words echoed the potential of this partnership: "We want to continue to double down on this collaboration." And Goodell's response left no doubt: "Absolutely."
But it's not just about sports. YouTube's scale and cultural relevance were on full display, with kids screaming for YouTuber Jesse "Jesser" Riedel, stealing the show from the 49ers.
A Dominant Force in Media
Over the past two decades, YouTube has quietly and then rapidly become a dominant force in media. It's a hub for a diverse range of genres, from talk shows and comedy to food and unscripted content. But its true ambition lies in capturing the hours people spend on their TV sets, and the signs are promising.
Sports: The Final Frontier
Sports, led by the NFL, represent the ultimate challenge for YouTube. The platform is on the cusp of conquering the genres that have defined TV for a century. In fact, YouTube's CEO noted that TV viewership has surpassed mobile, becoming the primary device for YouTube viewing in the US.
The Silicon Valley CEO
Mohan, a Silicon Valley executive with an electrical engineering degree from Stanford, brings a unique perspective to YouTube. His background in ad tech and leadership roles at Google and DoubleClick have shaped his approach to the platform. Mohan's amiable and good-natured personality resonates with YouTube's creators, many of whom are larger-than-life personalities.
A Creator-First Approach
While creators film sketches at NFL games, Mohan watches from the sidelines, proud of the access his platform provides. It's a metaphor for his leadership style: letting creators shine while he cheers from the sidelines. But Mohan's love for stories and media keeps him engaged, and he's not afraid to step back and let creators lead the way.
YouTube's Impact on Entertainment
YouTube's impact on the entertainment industry is undeniable. It has paid out over $100 billion to creators, artists, and media partners over the past four years. This has transformed the bottom line for many, with YouTube generating over $36 billion in advertising revenue in 2024.
The Evolution of Content
YouTube has become the new home for late-night TV, with shows like "Lazy Sunday" from Saturday Night Live going viral on the platform. It has also attracted emerging talent, transforming the world of late-night talk shows and podcasts.
The Rise of Scripted Entertainment
In the quest to conquer TV, scripted entertainment is YouTube's ultimate challenge. Creators like Dhar Mann and Kinigra Deon are leading the way, producing feature-length movies and original scripted content.
The Future of Scripted Content
The migration of ad dollars from prestige TV to scripted creators and the improvement of the user experience are key factors in the success of scripted content on YouTube. Media buyers and marketers are taking notice, and YouTube is building a TV experience that caters to this model.
YouTube's Upfront Week Dominance
YouTube has taken over upfront week, a flagship event of the broadcast TV era. Its Brandcast event at Lincoln Center showcased its confidence and assuredness, with a performance by Lady Gaga. Mohan declared, "Today, YouTube has become the epicenter of culture."
The Creator Ecosystem
YouTube's immense scale has led to grumbling from studio and streaming competitors, but creators are embracing the platform's potential. They are leveraging their reach to move beyond YouTube, licensing their content to other platforms, and creating consumer products.
The Power of Collaboration
The collaboration between YouTube and the NFL is a perfect example of the magic that happens when creators and live sports come together. The "Watch With" parties during the Brazil game showcased creators providing live commentary, and the platform has granted creators access to exclusive areas.
A Bridge to a Younger Audience
The NFL and other sports leagues view the creator ecosystem as a bridge to a younger audience. YouTube has become the home base for clips and highlights, and live games are the final frontier, holding the traditional TV ecosystem together.
The Future of TV
If YouTube does supplant our notion of "TV," the Brazil game could be a pivotal moment. Creators, many of whom have felt the sting of the traditional studio system, are embracing this future, where professional production and creator-driven content merge in unexpected ways.
A New Era of Storytelling
Michelle Khare, whose series "Challenge Accepted" pushes the boundaries of production quality on YouTube, sums it up: "I'm excited to be part of a future where the only barrier to entry is the upload button."
This story originally appeared in the October 15th issue of The Hollywood Reporter.
