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February 17, 2023

What Does Susan Wojcicki’s Exit Mean For YouTube?

author
Amplify Content Team
Editor
NAB

BY JIM LOUDERBACK

TL;DR

  • With Susan Wojcicki stepping back at YouTube, it’s certainly the end of an era. But I’d rather look forward than back.
  • YouTube’s new leader Neal Mohan has led product at YouTube since 2015, but he arrived at Google with the DoubleClick acquisition in 2008.
  • The new YouTube chief has an impressive background in strategy, operations and product – all essential to chart the future path of YouTube.

With Susan Wojcicki stepping back at YouTube, it’s certainly the end of an era. But I’d rather look forward than back. For insight into what it means for YouTube, study her replacement, Neal Mohan.

First off, I am a Mohan fan. He’s been a regular speaker at VidCon and I’ve always been appreciative of his expertise and insight into YouTube’s future product direction.

Mohan has led product at YouTube since 2015, but he arrived at Google with the DoubleClick acquisition in 2008. While at DoubleClick he grew and ran the business, ultimately running strategy and leading the sale to Google.

YouTube chief Susan Wojcicki to step down. cr: Google
Susan Wojcicki cr: Google

At Google he built the display and video ad business and grew it to the industry leader it is today. Interestingly Mohan also worked as a strategy intern at Microsoft while getting his Stanford MBA.

The new YouTube chief has an impressive background in strategy, operations and product – all essential to chart the future path of YouTube. His strong strategy expertise should lead to a heightened focus on the opportunities for YouTube to continue to become the global uber-video app, while also leaning into more ways for YouTube to grow revenue for creators and ultimately for Alphabet.

READ MORE FROM JIM LOUDERBACK: TikTok is the King of Social Video, Twitch Owns Monetization, and Roblox Rules Time Itself

The tide has shifted at YouTube, with first Robert Kyncl and now Wojcicki out as senior leaders. Tellingly, it seems Mohan won’t take on the “CEO” role but will remain as senior VP while becoming head of YouTube.

I’ve frequently referenced interviews and articles about and by Mohan in my “Inside the Creator Economy” newsletter. Over the last few years each February Mohan penned an annual look at upcoming product, tools and features on the Inside YouTube blog.

I’ve been waiting patiently for his 2023 version.

READ MORE: YouTube: How It Started, How It’s Going

After today’s news, I guess I’ll have to wait a little longer.

Check out his 2022 post for more insight into YouTube’s new leader.

CRUSHING IT IN THE CREATOR ECONOMY:

The cultural impact a creator has is already surpassing that of traditional media, but there’s still a stark imbalance of power between proprietary platforms and the creators who use them. Discover what it takes to stay ahead of the game with these fresh insights hand-picked from the NAB Amplify archives: