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YouTube CEO Neal Mohan Says Company “At The Forefront” Of Entertainment; Creator Takeovers Expand After DoorDash Campaign On Travis & Jason Kelce’s ‘New Heights’

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deadline.com

YouTube CEO Neal Mohan kicked off the company’s 13th annual Brandcast by telling advertisers the video platform is “at the forefront of this new era of entertainment.” Viewers of YouTube videos, he said, “are not just audiences.

They’re ride-or-die, can’t miss a moment fans.” Mohan reprised a proposal he recently advanced in an op-ed in Deadline sister publication THR, urging Emmy voters and rulemakers to encourage the idea of creators winning Emmys. “Creators are drawing audiences on the big screen because they’re the new Hollywood,” Mohan said. “They have business strategies, writers’ rooms and production teams.

They’re reimagining classic TV genres, from morning shows to sports commentary. And they’re inventing entirely new ones.” As such, he added, “they deserve the same acclaim as other creative professionals.” YouTube views in living room have grown 130% in the past three years, making it an ever-viable platform for marketers focused on the living room.

Brandcast used to take place during the NewFronts, but YouTube shifted it into the main broadcast upfront week, this year also joined by Amazon and Netflix.

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