Recode Decode: YouTube CEO Susan Wojcicki (Live at Code Media 2018)

Originals Strategy

YouTube's approach to original content is multifaceted, with services like YouTube Red and YouTube TV offering diverse programming. Susan Wojcicki highlights that YouTube Red combines music services with ad-free viewing and original shows, while YouTube TV integrates traditional broadcasting with online features 1. The platform's strategy involves leveraging its vast user base to test and expand content offerings, focusing on what drives subscriptions and engagement. She explains, "We can actually understand, like how many shows went to completion, how many drove subscription, how many drove engagement" 1. This data-driven approach allows YouTube to refine its content strategy continually.

   

Unique Offerings

YouTube distinguishes itself from competitors like Netflix and Amazon by focusing on unique content categories. Susan Wojcicki notes that while traditional shows and movies are competitive, YouTube excels in areas like educational, music, and vlogging content 2. The platform's global reach and younger audience demographic are key advantages in expanding its content offerings. She states, "Our goal is to be a leading video platform and have a large, diverse set of content" 2. This strategy emphasizes YouTube's role in providing content that other platforms may overlook, catering to niche interests and global audiences.