National, May 26, 2025: In the latest episode of People by WTF, investor and entrepreneur Nikhil Kamath dives into an in-depth conversation with YouTube CEO Neal Mohan, exploring the evolution of the creator economy, content monetization, India’s growing cultural footprint in the digital world, and the platform’s bold bets on AI.
This candid conversation pulls back the curtain on YouTube’s next decade, with Neal Mohan sharing rare behind-the-scenes insights into how the platform brings it mission to “give everyone a voice and show them the world” to life – from thriving in the fast-evolving creator economy and harnessing AI for content innovation and protecting the rights of content owners.
The episode is a must-listen for content creators, media professionals, entrepreneurs, marketers, tech innovators, and anyone trying to stay ahead in the ever-evolving digital ecosystem. Key discussions include:
1. YouTube’s bet on podcasts: Nikhil points out that as trust in corporate-owned news channels declines, audiences are turning to podcasters who are perceived as more independent and authentic. “I feel that recently, people have gotten disillusioned by corporations owning news channels and assume the newscaster’s views will also be biased. And a podcaster seems to be more of an independent character. So the bias of the corporation doesn’t translate onto him. Why do you think people are moving to podcasts in the news information space?” Nikhil asks Neal.
Neal shares that while the U.S. elections last year were a pivotal point to bringing the success of podcasts on YouTube into focus, podcasts on YouTube are “an overnight success many years in the making.” YouTube’s early bet on podcasting was driven by the belief that users wouldn’t just listen but also want to watch conversations. This intuition proved right during the pandemic, when visual connection became more important than ever. Neal outlines YouTube’s three-part podcast strategy: 1) focus on visual consumption, 2) enable easy discovery, and 3) ensure built-in monetization, creating a space where independent voices thrive alongside traditional media.
“We bet on the fact that people would want to watch a conversation, not listen to it. Lots of people listen to podcasts on YouTube, but lots of people watch it. And obviously COVID was an accelerator. When people were at home, they wanted to see what was happening. There’s an enormous amount of podcast content that’s viewed not just on mobile phones, but on television screens.” says Neal.
2. YouTube’s creator-centric universe: Neal describes YouTube as a platform unlike social media or traditional TV – a global stage built by technologists where creators are in control. Emphasizing diversity in content and format, he explains that YouTube empowers creators with tools to express themselves freely, especially in linguistically and culturally rich markets like India. With features supporting multiple languages, screen types – from TV screens to smartphones to car radio, and content formats, YouTube aims to give diverse voices a platform for expression and engagement.
Speaking about YouTube’s goal, Neal shares, “Our ambition is to be a streaming service where you can watch, create, and share video, regardless of where you are in the world, who you are.” He explains YouTube’s role with an analogy. “We build the theater, we build the rooms in the theater, we build the stage, we build the seats, but you’re (creators are) the one who’s on the stage.”
3. Creators, the new start-ups of the entertainment industry, are shaping content trends of tomorrow: Nikhil asks Neal to predict what content and platforms will be viewed for engaging within a decade from now. Neal predicts that in a decade, current content trends, like YouTube’s growth in living rooms, will persist. He highlights that creator-led content production will become mainstream, with AI serving as a tool to enhance human creativity rather than replace it. Furthermore, he anticipates that consumers, particularly younger audiences, will drive the demand for all forms of content (long-form, Shorts, live, podcasts) to be consolidated in one place, accessible on any device they choose, making the “plethora of consumer choice even more dramatic.”
Neal offered examples of new AI tools, such as Dreamscreen, that allow creators to generate visuals, alter settings, or even dub content into multiple languages within seconds. These innovations are not just futuristic gimmicks but real tools driving speed, efficiency, and imagination. For creators, AI is quickly becoming the co-pilot of the creative process.
Describing YouTube’s work to bring the latest AI-powered tools to creators, Neal explains, “I get to work very closely with Google DeepMind every day, particularly in areas of audio and video with the VO models, et cetera. So I see how powerful that innovation can be. …(what) I think is also very important, is the applications of these models. At YouTube, our focus is really obviously working on the deep sort of technology and collaboration with DeepMind, but also just as much turning it into tools and features.”
4. Consistency over clout: how creators win: Nikhil asks Neal where young Indian entrepreneurs should focus on building influence today, and what practical tips they need to succeed on platforms like YouTube or social media. He says, “The line between an influencer and somebody who wants to start a business is fading in India, like it is elsewhere in the world. Many believe that to build influence, first one needs to build a product on top of that influence. Where should these people focus on building?”
Here, Neal offered a powerful reality check for anyone trying to build a career as a creator: content creation can’t just be a means to an end. If your only goal is to sell something, your audience will see through it. The first rule, according to Neal, is simple but essential: which is to be passionate about what you’re creating. If you’re genuinely excited about your content, that authenticity shines through and helps you build trust and a loyal following. The second piece of advice that Neal offers is to play the long game. YouTube isn’t about overnight virality. It’s a slow burn that rewards consistency and clarity. Creators should give themselves time to set expectations for their audience and for the algorithm, which is ultimately a reflection of audience engagement.
Neal underscores that success comes when you stay true to your voice, show up regularly, and let your content evolve with you, saying, “YouTube is really the home for creators. And I use that term creator specifically as opposed to influencer or what have you. Because the primary purpose of your presence and investment on YouTube has to be the act of creation, about having an idea, whatever the topic, whether it’s funny, whether it’s sports, whether it’s business, and sharing it.”
He goes on to share that creators who have found success on the platform consider YouTube to be “their home”, because “it is a place where they have that connection to their audience in a way that is deeper and more authentic than they can get anywhere else.”
5. Content trends entrepreneurs can’t ignore: Nikhil, wearing his investor hat, asks where he should invest between Spotify, YouTube, movie theaters, Hollywood studios, or news networks, and asks Neal to offer five non-obvious insights to help entrepreneurs grow their business through content. Neal delivered five sharp insights: 1) Creators own their story and pace, 2) Instant feedback helps iterate faster, 3) Content is borderless, 4) Multi-screen consumption is rising, and 5) Revenue streams must evolve.
Neal emphasized that entrepreneurs should stop thinking of YouTube as just an ad platform. From direct fan funding to merch, creators must innovate in how they monetize. He also shared data on the explosion of creator-led global businesses originating from India, showcasing how content is becoming a launchpad for entrepreneurship.
Sharing how truly authentic content can find success across the world, Neal shares that “You have to be someone who’s truly entrepreneurial in the best sense, like someone who’s willing to work hard and really give into their passion. And I see that every time I’m here in India. And I really think that that’s where all of this success has come from. Something like on the order of 15%, which translates to about 45 billion hours of watch time of content created by Indian creators, is actually consumed outside of India. So it’s an exporter of ideas and culture.”
6. Battling Piracy: YouTube’s Silent War: Responding to concerns about piracy raised by Nikhil, Neal acknowledged it as a persistent challenge. He detailed YouTube’s two-pronged approach: using DRM and friction-based deterrents to limit content theft, and applying policy tools to disrupt unauthorized distribution.
While acknowledging that perfect protection is elusive, Neal assured that YouTube has one of the most robust frameworks in place to balance creator rights with viewer accessibility. Addressing concerns about film releases on YouTube, Neal shared the platform’s two-part approach: powerful DRM technologies to discourage theft, and strict policy enforcement to curb unauthorized distribution. He acknowledged the limitations but stressed that YouTube’s anti-piracy systems are among the most robust globally. For creators and filmmakers, this means a safer space to publish and monetize long-form, high-value content. Neal also teased upcoming features to better protect IP and expand revenue channels.