India has been a crucible for some of YouTube’s global product successes, including its short video format, according to Neal Mohan, CEO of the Google-owned platform. A new app, YouTube Create, along with AI-led language tools, is currently being tested in India before a global rollout. Mohan, who grew up in Lucknow, is on his first visit to the country since becoming CEO in February last year. Here are some edited excerpts from his insights:
What are YouTube’s priority areas and expectations from India?
I’ve been on the ground here for a few days now. It’s wonderful to see how dynamic the environment is. The creator economy on YouTube has generated Rs 16,000 crore of economic activity along with 750,000 jobs. We’re very proud of it and are investing heavily into it. I believe this is just a small example of where this can go.
How do you react to the new broadcasting bill in India?
It’s probably too early for me to comment. We’re reviewing the proposed bill and look forward to continuing conversations with our stakeholders in government. Generally, we’ve had a very consultative approach to these matters. My top priority is to ensure our role in supporting the vibrant creator economy in India remains positive.
What is your view on increasing regulation regarding political content on YouTube?
My experience working closely with governments, including here in India, shows that our interests are generally aligned. Governments aim to do the right thing for their citizens, and YouTube strives to be a force for good. We maintain community guidelines to ensure a balance between freedom of speech and responsible content sharing.
Your comment on YouTube’s role in the recent Indian elections?
We dedicated significant resources to ensure YouTube was a platform for open political discourse during the elections, while also combating election-related misinformation. Our panels served up information that garnered 28 billion views during the election cycle, and we had a breaking news shelf that received 250 million views, promoting authoritative content.
What excites you about India compared to other markets?
YouTube Shorts is a prime example of India leading the way. I’m excited about the upcoming YouTube Create app, which will provide creators with tools for content creation. Additionally, Indian creators are ambassadors of their culture worldwide, with 15% of their watch time coming from outside India. Language remains a barrier, but we’re developing tools like Multi-track Audio to bridge this gap.
How do you view the growth of YouTube in India?
India has been a strong growth market for Google and YouTube. The creator economy is thriving, with monetization opportunities available for creators. The number of creators with over a million subscribers has skyrocketed from 11 to over 11,000 in less than a decade.
What is your perspective on generative AI?
AI presents both opportunities and challenges. Our approach is to embrace these opportunities while being responsible. We aim to equip creators with tools that enhance their creativity, while ensuring that the stories remain human-centric.
Advice for entrepreneurs in India’s startup ecosystem?
The vibrant ecosystem in India is filled with creativity and a strong work ethic. My advice is to stay true to your passions, as the journey will be filled with highs and lows. If you’re passionate about your work, pursue it wholeheartedly.
Is there a threat to the creator economy from AI-generated content?
Amid technological shifts, viewers remain interested in human stories. Content created by humans will continue to resonate more than AI-generated content. We are inherently drawn to human experiences.
Annapurna Roy in New Delhi contributed to this article.
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