The leading video platform has provide some key insights on YouTube growth strategy for 2022.
YouTube CEO Susan Wojcicki has shared an overview of the platform’s key areas of focus for 2022, and where it sees new opportunities, which points to some interesting developments in the platform’s roadmap, and for online video more broadly.
In the words of CEO for YouTube growth –
“The number of channels around the world making more than $10,000 a year is up 40% year over year [while] YouTube’s creative ecosystem supported more than 800,000 jobs in 2020.”
“Now there are 10 ways for creators to make money on YouTube. Last year, YouTube Channel Memberships and paid digital goods were purchased or renewed more than 110 million times.”
YouTube is also exploring its NFT options for YouTube Growth:
“The past year in the world of crypto, non fungible tokens (NFTs), and even decentralised autonomous organisations (DAOs) has highlighted a previously unimaginable opportunity to grow the connection between creators and their fans. We’re always focused on expanding the YouTube ecosystem to help creators capitalize on emerging technologies, including things like NFTs, while continuing to strengthen and enhance the experiences creators and fans have on YouTube.”
“We saw the dislike count harming parts of our ecosystem through dislike attacks as people actively worked to drive up the number of dislikes on a creator’s videos. These attacks often targeted smaller creators and those just getting started. We want every creator to feel they can express themselves without harassment. So we experimented with removing the dislike count across millions of videos over many months. Every way we looked at it, we did not see a meaningful difference in viewership, regardless of whether or not there was a public dislike count. And importantly, it reduced dislike attacks.”
Read full YouTube Growth report here.
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