YouTube reveal their big plans for 2024 and beyond, as well as their predictions for the future of content on their platform and beyond.

It’s been a year since Neal Mohan stepped up to the plate as CEO of YouTube from longstanding chief executive, Susan Wojcicki. Now he looks forward to the next year in a revealing blog post that shows where their head is at for the future of YouTube and the creators who use it.

Mohan outlined their ‘4 big bets for 2024‘. So, what exactly will the next year for creators look like alongside the proliferation of AI and the rise of the consumers-as-creators economy?

Mohan says that he sees creators as the “next-generation studios”. Platforms like YouTube have transformed the role of creators in the world, allowing the everyman to publish their content to the world. Some of the most-consumed media in 2024 isn’t produced by large Film and TV studios, it’s made by normal people in their homes.

Mohan describes this movement as “redefining the future of the entertainment industry with top-notch storytelling that can’t be dismissed as simply ‘user-generated content'”. YouTube are helping elevate these creators to “studios” with tools like memberships and a shop, encouraging revenue streams and unique connections with their audience.

Mohan says: “Creators are truly entrepreneurs, and we’re helping them diversify the ways they make money on YouTube… We’re also working behind the scenes to support creators through programs like the Creator Collective which brings creators together to share experiences, build community, and collaborate.”

YouTube are going to be encouraging governments to recognise YouTube creators positions in the entertainment industry. They want creators to be recognised for their work and the economic value they bring, saying: “Being a creator is a full time job with an international audience, but most governments don’t account for creators in their labour data.”

YouTube reveal their “next frontier

What do you get for someone who has it all? And what do you add to a video platform that already has the biggest reach in the world? Well YouTube have told us that their “next frontier is the living room and subscriptions”.

What does that mean? YouTube recognise that their is still a disconnect between the reach and convenience of sitting down to watch TV on the sofa and the YouTube experience which started in internet browsers and has evolved to mobiles.

YouTube on Smart TVs and connected devices has become a great way to experience the content available in a more relaxed environment. More than 1 billion hours of YouTube content is watched on TVs every day, according to Nielsen. For creators, there has been a 400% increase in those who receive the majority of their views on TVs.

To encourage an all-in-one type package that keeps users on YouTube whatever they’re after, YouTube launched YouTube TV in 2017. YouTube TV offers a package of live sport and TV from channels like ABC, FOX, and Comedy Central. 7 years after launch, YouTube TV now has more than 8 million subscribers.

Pushing that subscription along with their YouTube Premium and YouTube Music offerings are the next step to building YouTube as the ultimate destination for viewers of all kinds. YouTube recently celebrated 100 million subscribers to their Premium and Music services.

Keep advertisers happy and users safe

YouTube named advertiser confidence and the safety of kids in the same breath, strangely. Both are intentions for YouTube’s future, ensuring that businesses remain partnered with them as a revenue source and that the users of their platform are safe.

Keeping people safe and informed is crucial to keeping the trust of the advertisers who invest a lot of YouTube’s revenue. With 100 million active viewers each month on YouTube’s content directed at kids, creating a healthy environment for them is crucial. Mohan states they’re “supporting the growth of kids and teens thoughtfully and in coordination with parenting and mental health experts”.

Mohan also expresses their need to prevent false information on their platform. He says: “This is more important than ever as elections take place across the globe – more than 50 countries will hold elections this year. We’re ensuring that when people look for election news on YouTube, authoritative sources are prominent in their searches and recommendations.”

Fact-checking organisations from around the world have claimed that YouTube’s content policies are “insufficient” to prevent the damage of misinformation. With the spread of AI and the convincing fakes that they can create, the threat feels even more pressing.

In their blog post, Mohan assures: “We quickly evolve and adapt when new challenges emerge, and we’ll do so again as generative AI makes more sophisticated deepfakes possible and raises new questions. Not only do all of our existing policies apply to synthetically generated content, we’ll also add new layers of transparency and protections.”

On the topic, Mohan also discussed AI in positive terms. They want to allow AI to empower creators’ content whilst also protecting from its potential risks. Late last year, YouTube revealed Dream Screen and Dream Track. These two new experimental tools allow creators to generate videos and music which they can use in their content.

Mohan added: “We’re levelling the playing field and developing AI tools that empower everyone. Our commitment to democratizing access to AI builds on the ways we’re enabling everyone to share fun videos right from their phones with Shorts.

“The next generation of storytellers has the power to create in the palm of their hands. Shorts is an easy way for anyone to get started, and AI innovation will make it possible for even more people to create.”

He goes on to reveal that YouTube Shorts now receive over 70 billion daily views on average. In the last year, the number of channels uploading Shorts has increased by 50%.

Conclusion

Whilst there is nothing particularly new to note in Neal Mohan and YouTube’s look forward to 2024, it is interesting to see where their priorities lie and to see how that will evolve over the next year.

Mohan capped the article off, saying: “These are four big bets we’re making in 2024, but our work doesn’t end there. We’re creating the best possible experiences on YouTube, whether you’re learning something new, checking out a podcast, or watching your favourite gaming creator’s livestream.

“Most of the innovations we work on every day don’t make headlines, but they deliver on our mission to help people connect through stories. Of course, none of this would be possible without our creators, viewers, advertisers, and partners. Thanks to this amazing community for everything you do to help people around the world come together on YouTube every day. I look forward to seeing what you’ll all do next.”