CTV, Shorts, Podcasts: Mohan says YouTube’s content ecosystem has no silos anymore

New Delhi: YouTube CEO Neal Mohan took centre stage at the 2025 Cannes Lions International Festival of Creativity. From India’s creator boom to AI-driven storytelling and the evolution of premium content, Mohan underscored YouTube’s commitment to enabling global voices and safeguarding the creative economy.

Mohan began by reaffirming YouTube’s foundational belief: “Creators are the heart of YouTube.” Highlighting India as a prime example, he praised the country’s thriving creator ecosystem, calling it “one of the most exciting and creative communities in the world.”

He cited Indian creators like Kiran Dutta (The Bong Guy), who began by shooting videos in a Kolkata dorm room and has since grown into a cultural force. “Kiran is just one example of the transformative power of YouTube,” Mohan said, noting that creators today are not only entertainers but also educators, entrepreneurs, and changemakers.

According to Mohan, YouTube’s global Partner Program now supports more than 3 million creators. In India, the company recently committed to investing Rs 850 crore (over $100 million) to power the creator economy.

A significant portion of Mohan’s address centred around artificial intelligence and its implications for content creators. While acknowledging the unease around AI’s rapid evolution, he advocated for a “responsible and creator-first” approach to integrating the technology into YouTube’s ecosystem.

“We’re building AI tools that help creators brainstorm video ideas, craft scripts, and even generate backgrounds,” Mohan explained. Importantly, these tools are opt-in and designed to enhance human creativity rather than replace it. 

He cited features like Dream Screen, which allows YouTube Shorts creators to generate AI-powered video backgrounds using text prompts.

Mohan emphasised that YouTube's deployment of AI would be governed by “principles of responsibility, transparency, and creator control.” He positioned AI as an enabler that can reduce. 

Mohan also announced that Veo 3 will be coming to YouTube Shorts later this summer. Veo is Google DeepMind’s video generation model, which lets you create AI-generated backgrounds and video clips for Shorts.

“I believe these tools will open new creative lanes for everyone to explore. But what’s even more exciting than what you see on the screen is how AI is helping creatives behind the scenes.”

Mohan used the Cannes Lions platform to underline YouTube’s role in addressing global challenges and elevating diverse voices. One example he shared was that of Kenny Africa, a public servant from South Africa who used his YouTube channel to promote road safety. His videos became popular not just for their content but also for their unique delivery and accessibility, demonstrating the platform’s reach beyond conventional entertainment.

“YouTube is a place where everyday heroes can emerge,” said Mohan. “Whether it’s teachers offering free lessons or activists raising awareness, the platform is democratising access to opportunity.”

He pointed to the success of creators across Latin America, Asia, and Africa who are building businesses and communities through their channels. 

Acknowledging the ongoing scrutiny that tech platforms face, Mohan stressed the need for a “responsible, sustainable, and inclusive” approach to growth. He discussed YouTube’s evolving policies around misinformation, copyright, and safety, noting that billions of dollars have been invested in platform integrity and creator protection mechanisms.

“Free expression is core to YouTube, but so is safety,” Mohan said. He reaffirmed the company’s commitment to a balanced approach where freedom of speech is protected, while also taking steps to reduce harmful content and ensure trust in the platform.

Mohan also highlighted how YouTube is reshaping content formats and audience experiences. The rise of YouTube Shorts, which now garners over 70 billion daily views, signals a massive shift in how audiences—especially younger ones—engage with video.

He emphasised that Shorts, long-form content, podcasts, livestreams, and Connected TV (CTV) are no longer silos but part of a holistic viewing ecosystem. Creators like Airrack and NikkieTutorials are seamlessly integrating multiple formats to tell deeper, more layered stories.

He said, “Viewers now watch over one billion hours of YouTube on their TVs every day… And for more than half of the top 100 most watched YouTube channels in the world, TV is their most watched screen.”

On the premium content front, Mohan spotlighted YouTube’s increasing relevance in mainstream entertainment. He cited how artists like Beyoncé and Kendrick Lamar have chosen YouTube to premiere key projects, and how premium CTV ad inventory is opening new monetisation avenues for brands and creators alike.

When it comes to podcasts, Mohan said on the stage that on YouTube alone, one billion viewers are watching podcasts every month.

In a product update revealed at Cannes, Mohan announced “Open Call”, a new feature designed to streamline collaborations between creators and brands. Supported by YouTube BrandConnect, the tool enables advertisers to post creative briefs within YouTube’s Creator Partnerships hub, inviting creators to respond directly with tailored pitches.

This democratises access to brand deals and reduces the friction in identifying authentic, aligned creators. As Mohan put it, “We’re giving creators more tools to grow not just their channels, but their businesses.”

Mohan closed his Cannes Lions 2025 keynote with an optimistic call to action: “We are only just beginning to tap into the full potential of the global creator economy.”

He reiterated YouTube’s mission to serve as the most rewarding and inclusive platform for creators of every kind, whether they’re filming from a college dorm in Kolkata, a studio in São Paulo, or a mobile phone in Nairobi.