Expanding monetisation beyond ads a key priority: YouTube CEO Neal Mohan
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YouTube creators have moved far beyond bedroom studios and ring lights to become central drivers of global culture and commerce, YouTube CEO Neal Mohan said in a letter, outlining the platform’s priorities and long-term vision for 2026.
Mohan said today’s creators are scaling audiences across markets, building international businesses, and shaping cultural moments in ways traditionally dominated by the entertainment industry. “Creators are building out their own studios and even studio-sized lots in Hollywood,” he said, adding that they now produce content across formats, platforms and geographies.
‘Epicentre of culture’
From Super Bowl moments and Oscars reactions to album launches and live events, creators today sit at what Mohan described as the “epicentre of culture”. He underscored YouTube’s role in this transformation, calling it “the world’s original and largest creator economy,” and noting that the platform has paid out more than $100 billion to creators, artists, media partners and other stakeholders over the past few years.
Expanding monetisation opportunities
Mohan said expanding monetisation opportunities beyond advertising remains a key priority. Shopping and direct monetisation tools are being enhanced, including features that allow creators to link products directly within YouTube Shorts and deepen brand collaborations. He also pointed to new capabilities that will let creators dynamically swap sponsor creatives within videos, reflecting YouTube’s push to diversify income streams.
January 2026
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AI: A creative and accessibility engine
Artificial intelligence featured prominently in Mohan’s remarks, with the CEO describing AI as both a creative and accessibility engine for the platform. He highlighted tools such as YouTube Create for Shorts production and experiments that enable game creation within YouTube Playables using text prompts. AI is also driving fan engagement through features like the Ask button, which was used by 20 million viewers in December to ask creators questions about videos.
Accessibility, Mohan said, is another major benefit of AI. Auto-dubbing tools now allow viewers to watch content in languages not their own, with six million viewers using the feature for more than 10 minutes of watch time per video. At the same time, he acknowledged concerns around deepfakes and misuse of creator likeness, pointing to YouTube’s likeness detection tools that build on its Content ID system.
Three-pronged approach
On misinformation, Mohan said YouTube would continue a three-pronged approach focused on transparency, strict enforcement of community guidelines, and recommendation systems that reduce the spread of low-quality or deceptive content.
Highlighting YouTube’s breadth of formats, Mohan said Shorts now generate 200 billion views a day and will remain a major investment area in 2026. Long-form content and the living room experience also remain central, with YouTube continuing to invest in features such as multi-view options and expanded subscription tiers for YouTube TV.
Music, discovery, and family safety are also core pillars. Mohan reiterated YouTube’s aim to be the best platform for kids and teens, stressing that parents should retain control over viewing experiences through simple and effective safety tools.
Looking ahead, Mohan said the most influential creator of the future may already be getting started today. “They may be the world’s biggest, most important creator a few years down the road,” he added.