Neal Mohan Is TIME’s 2025 CEO of the Year

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Despite leading the platform that captivates billions, YouTube’s CEO, Neal Mohan, is remarkably down-to-earth. He’s calm, thoughtful, and doesn’t get easily upset. He enjoys simple things like watching sports, attending his daughters’ dance performances, and wearing casual clothes. Even his favorite candy – a Butterfinger – is unpretentious. He’s approachable enough to likely agree to appear in your online video, and while he won’t steal the show, he certainly won’t be a disaster. While other tech leaders pursue ambitious side projects – from martial arts to space tourism – Mohan remains singularly focused on running YouTube.

He believes that’s sufficient. “The media landscape is changing rapidly,” he explains. “It’s a huge shift, and those who don’t change with it risk being left behind.”

Since Mohan became CEO of YouTube in 2023, taking over from Susan Wojcicki, the platform has continued to grow its lead in the competition for people’s attention. Celebrating its 20th anniversary this year, YouTube has become more than just a brand – it’s a complete entertainment world. Starting online and thriving on mobile, it now dominates TVs and covers almost every type of content. By 2025, YouTube had firmly established itself in people’s living rooms, both through its YouTube TV service – a popular alternative to cable – and, even more so, through its free app. Now, half of all YouTube views happen on TVs. It’s also become hugely popular on mobile with YouTube Shorts, attracting 2 billion logged-in monthly users – a number comparable to those watching Meta’s Reels.

For years, YouTube has been the place to discover and listen to music, but now it’s seriously dominating the podcast world too. The numbers are telling – a third of podcast listeners now primarily use YouTube, surpassing Spotify for the first time. We’re talking a billion monthly viewers! But the real game-changer? Sports. Last year, they started streaming NFL games, and this year they went global with a livestream from Brazil, cleverly using influencers to pull in even bigger audiences. The recent, very public fight with Disney over ESPN content really highlighted what traditional broadcasters are starting to fear: YouTube isn’t just a competitor, it’s a potential industry killer. It feels like they’re genuinely worried about being completely overtaken, and honestly, after seeing how quickly YouTube is growing, I can’t say I blame them.

Let me tell you, YouTube is absolutely dominating the attention economy. We’re talking about over 2 billion daily visitors – a quarter of the planet! And the sheer volume of content is mind-boggling – over 500 hours uploaded every minute. It’s everything from surprisingly compelling veterinary procedures to breaking news and the latest Bollywood blockbusters – Aamir Khan, a huge star, even chose YouTube over a massive streaming deal, opting for a pay-per-view release. This year has really cemented YouTube’s power. We’ve seen MrBeast launching a successful game show on Prime Video, Ms. Rachel and Mark Rober landing big deals with Netflix, and a young creator, Kane Parsons, teaming up with A24. Even YouTube’s CEO, Mohan, is actively working to get Emmy voters to recognize the platform’s stars – and honestly, after seeing what’s happening, it’s hard to argue with him. YouTube isn’t just a video site anymore; it’s a genuine launching pad for talent.

YouTube is a huge financial success for its parent company. Last year, advertising brought in over $36 billion, and subscriptions added another $14 billion. This year has seen even more growth, with a 15% increase in advertising revenue and a 25% jump in subscribers (including those on trial) to YouTube Music and Premium compared to last year. YouTube is playing a key role in the rise of the ‘creator economy,’ a trend where advertisers are increasingly investing directly in individual creators. Industry forecasts predict ad spending with creators will reach $37 billion this year, a 25% increase from the previous year.

According to Neal Mohan, YouTube has grown from a close-knit community where creators knew each other, to a massive, complex system where everything is interconnected. As YouTube’s leader, he explains that managing this ‘metropolis’ requires a calm and reassuring approach, rather than simply being charismatic. He excels at this – appearing more like a friendly uncle than a polished executive.

YouTube creator Kinigra Deon describes Google’s Neal Mohan as behaving like a restaurant manager – checking in on everyone. She observed him mingling with creators and clients at the Chase Center in San Francisco during a Golden State Warriors game, making sure everyone was doing okay. Deon, who has built a successful YouTube channel with 5.5 million subscribers through family-friendly comedy videos, recently opened a studio in Alabama and landed a movie deal with Kevin Hart’s production company. A former chemistry student, she credits YouTube with launching her entertainment career.

Mohan embodies what she loves about the platform: its accessibility. She describes him as down-to-earth, often mentioning her work and genuinely seeming interested. Despite being a high-ranking executive at YouTube, he makes creators feel valued and is always willing to connect – even posing for selfies or silly videos. She contrasts this approach with figures like Jeff Bezos, highlighting how approachable he is. Beyond his personality, she appreciates that YouTube has provided opportunities like attending prestigious events such as Sundance and Cannes.

YouTube’s creators are the driving force behind its success, but unlike traditional industries, they aren’t directly paid for their work. They create content hoping to attract viewers, which then draws in advertisers and sponsors. Because creators take on all the financial risk, YouTube’s CEO, Mohan, emphasizes the importance of recognizing their contributions. He believes that creator success leads to more viewers, which attracts brands and, ultimately, encourages new creators to join the platform – a cycle he sees as the core of YouTube’s future.

Those who’ve worked with Mohan since he joined YouTube have noticed he particularly enjoys connecting with the content creators. Before becoming CEO, he led product development – essentially, the process of creating software from ideas. Mohan explains, “I’m a technologist at heart, and I’ve always loved media. So, building products, whether for advertising or YouTube, is what I’m truly passionate about.”

YouTube recently launched over 30 new artificial intelligence tools to simplify video creation, from filming and editing to uploading and earning revenue – a significant increase from the number released last year. These tools include features that can turn spoken phrases into songs, translate and dub videos, automatically identify and compile the best parts of footage, and create shorter versions of longer videos. YouTube says these advancements are aimed at empowering more people to become video creators, a popular career aspiration for teenagers and Gen Z.

As a huge basketball and content creator fan, I was really interested to hear what Jesser – you might know him from YouTube – had to say about AI dubbing. He basically told me it’s been a game-changer for his career, letting him reach audiences worldwide by easily translating his videos. It’s wild to think about how different things are now. His dad, Guy Riedel, is a big name producer – he worked on movies like Wedding Crashers and Office Space – and Jesser pointed out his dad focused on one thing, while he’s juggling basketball videos, a clothing brand, trading cards, and even a video game deal! He’s definitely all in on the new media landscape, and it’s cool to see someone taking advantage of all the opportunities out there.

Many people feel like YouTube recently became a major player in television, but the company actually began preparing for this shift back in 2017. Neal Mohan, YouTube’s CEO, noticed a large number of users were already watching on TVs and started making it easier for TV manufacturers to include the app. This groundwork, combined with the surge in screen time during the pandemic, positioned YouTube for success. Recent programming choices have further solidified its leading position. According to Sundar Pichai, CEO of Google and Alphabet, YouTube’s growth required ambitious goals, significant investments, and difficult decisions, like securing a deal for NFL Sunday Ticket in a highly competitive market.

People who have worked with Mohan say he quickly grasped how traditional media works, thanks to his knack for thoroughly understanding complex topics. NFL Commissioner Roger Goodell notes, “Mohan is very well prepared and understands what he’s building. He has a strong understanding of the media world, how YouTube can be used, and how content can support his plans.”

YouTube’s deal with the NFL, offering out-of-market Sunday games for $480 a year (or $83/month with YouTube TV), showcases the company’s smart strategy. While some question the deal – YouTube pays $2 billion annually for the rights, and currently has 1.5 million subscribers – it’s likely a good investment. The deal attracts new subscribers, giving YouTube more opportunities to sell additional services, and increases its overall size and influence, strengthening its position in negotiations with other companies about content rights.

YouTube recently explored a partnership with the NBA, which already had a strong presence on the platform, according to Bill Koenig, the NBA’s president of content and media distribution. While that deal ultimately went to Amazon Prime, the relationship remains positive. Koenig notes that Neal Mohan, YouTube’s CEO, quickly grasps new topics, becoming knowledgeable even after initial conversations. Mohan personally informed Koenig about the NFL deal. Sundar Pichai adds that even in unsuccessful negotiations, people consistently view Mohan as a respectful and valuable partner.

Bryan Lourd, head of CAA, notes that Neal Mohan is uniquely positioned for success today, both in business and in terms of the current cultural climate. Lourd, who has extensive experience with negotiations and works with leaders in both tech and entertainment, expected Mohan to be skilled with digital platforms, but was particularly impressed by his ability to connect with people. According to Lourd, this combination of technical and interpersonal skills is rare among executives in either the tech or media industries.

Mohan showed signs of being a dedicated “nerd” from a young age. He was only six when he insisted his parents take him to see Star Wars in Ann Arbor, Michigan. When the showing was sold out, he made them come back the next night. He says the movie was life-changing, and he still keeps a Yoda figurine his mother gave him on his desk. When he was twelve, his family moved to Lucknow, India, which was a big adjustment. He missed his friends, and although he knew a little Hindi, he quickly had to learn to speak and read it fluently. On top of that, he also had to study Sanskrit, which he describes as similar to learning computer programming because of its strict rules and phonetic nature.

I’ve always been fascinated by stories of people who really go for it, and Neal Mohan’s family background is incredible. His dad came to Purdue in the 60s to get his Ph.D., basically with nothing but twenty-five dollars to his name, and he consistently embraced challenges and new opportunities. All three Mohan brothers ended up coming back to the U.S. for their education – Neal went to Stanford for both his degree and business school. But his success hasn’t come without real pain. He lost his brother Anuj in a tragic accident when Anuj was just 30, and Neal has written about how that loss fundamentally changed his entire outlook on life.

Mohan started his career in consulting before joining NetGravity, a young company exploring ways to make money from internet advertising. NetGravity was later bought by DoubleClick, and in 2007, Google acquired DoubleClick for $3.1 billion to strengthen its online advertising business. Mohan led the deal for DoubleClick, which significantly increased Google’s advertising revenue and helped turn it into the media giant it is today. However, the acquisition was somewhat controversial because DoubleClick was already criticized for using cookies – small pieces of data that track your online activity – to target ads. If you’ve ever noticed ads related to something you were just browsing, Mohan’s work played a role in making that happen.

There are countless stories about Neal Mohan, the CEO of YouTube, and his talent for anticipating internet trends, explaining complex ideas, and creating successful products. For example, he once created a 400-slide presentation to impress potential investors at DoubleClick. He even considered leaving Google to join Twitter, but a $100 million compensation package convinced him to stay. While Mohan doesn’t discuss his salary, he stands by the thoroughness of his presentations. People at Google nicknamed him “the Wolf” – a reference to the direct, problem-solving character played by Harvey Keitel in the film Pulp Fiction.

The DoubleClick acquisition also connected Mohan with Susan Wojcicki, who led Google’s advertising efforts at the time. He recalls Wojcicki strongly advocating for the purchase and describes her as a close friend and mentor. When Wojcicki became CEO of YouTube, she brought Mohan on board with her. He was among the few people she confided in about her cancer diagnosis and stepped in to help with her responsibilities as she underwent treatment. He officially took over when she stepped down to prioritize her health and family. When presented with a quote outlining Wojcicki’s vision for YouTube, Mohan believed he was the one who had originally said it, highlighting how closely they worked together and shared similar perspectives.

A video circulating online shows what appears to be former U.S. President Donald Trump, alongside figures resembling Marco Rubio and Pete Hegseth, asking viewers to send him cryptocurrency. He claims any Bitcoin sent to a specific digital wallet will be doubled, and emphasizes using the QR code displayed on screen for secure participation. However, the livestream is hosted on an unusual YouTube channel, and viewers may notice the speaker begins repeating themselves after a short time, suggesting the video is not authentic.

Artificial intelligence is creating a major challenge for companies that share information, potentially even more significant than the shift to digital media. A simple search for “Trump crypto conference” recently revealed nine different videos all running the same scam. It’s not just Donald Trump who’s being impersonated; Steve Wozniak, the co-founder of Apple, is suing YouTube and Google, claiming they didn’t remove fake videos of him promoting cryptocurrency despite repeated warnings. His lawyer, Brian Danitz, points out that Twitter quickly removed the scam when it appeared on their platform, but YouTube failed to act with the same speed or willingness.

Mohan wasn’t concerned about a recent lawsuit and remains positive about the potential of AI for both his company and the wider world. He envisions a future for YouTube similar to its early days, filled with passionate, everyday creators. According to Mohan, AI will empower a new generation of content creators who currently lack the necessary skills or resources. However, he acknowledges that, as always, content quality will vary, and YouTube’s technology and algorithms will be crucial in highlighting the best material. He’s confident YouTube can manage the expected increase in misinformation, scams, copyright issues, and low-quality AI-generated content, pointing to their past successes. He believes AI will actually improve their ability to detect and address problematic content, becoming more accurate and efficient with each passing week.

Mohan believes it’s essential to ensure everyone has a chance to be heard on YouTube. He explains his approach to content policies and moderation centers around this idea. However, he acknowledges that some restrictions are necessary to block harmful content and maintain quality. If everyone speaks at once, it becomes impossible to understand anyone. Balancing the desire for free expression, the need for financial sustainability, and the protection of vulnerable groups is a constant challenge, and it’s becoming even harder as more people come online and artificial intelligence becomes more widespread.

Several countries are now considering restricting access to YouTube for young people, particularly teenagers. Australia’s rule prohibiting access for those under 16 starts this month. This is a significant issue because young users are valuable to both advertisers and content creators, and they also represent the next generation of content makers. YouTube’s CEO, Mohan, who has three children himself, believes the platform ultimately benefits young people. He says he regularly receives feedback confirming that YouTube prioritizes both the safety and the positive experiences of its young audience.

I was really surprised to hear Mohan announce they’re bringing back creators who were banned for spreading misinformation during the COVID pandemic. He explained that things are just completely different now compared to the early days of the pandemic back in 2020. He even pointed out that Dan Bongino, one of the creators who lost his channel in 2022, is now a deputy director at the FBI! It makes sense when you think about it – the science around COVID was still developing rapidly back then, and we didn’t know as much. He questioned whether policies from that time still apply today, and he’s right – they shouldn’t. It’s not a blanket return for everyone, though. YouTube clarified that not all terminated channels will be eligible for reinstatement, but it’s a chance for some to come back.

YouTube recently settled a lawsuit brought by former President Trump, who argued the platform restricted his free speech by suspending his account after the January 6th Capitol attack. While legal analysts believed YouTube would likely have prevailed in court, the company paid $20 million to a trust fund dedicated to renovating the White House ballroom, without admitting any fault. According to Mohan, YouTube’s CEO, the decision was made to avoid a prolonged legal battle and focus on the platform’s future and its creator community – essentially, it was a pragmatic choice to resolve the issue quickly and move forward.

Mohan is facing complex problems that won’t be fixed with a single solution. While the platform recently highlighted paying out over $100 billion to creators since 2021, a 2023 study revealed that most videos – around 87% – have very few views and don’t earn creators any money. Although specific YouTube data isn’t available, reports indicate that only about half of full-time creators earn a sustainable income. A key challenge is balancing creator earnings with viewer experience – increasing ads could help creators make more money, but it might also discourage viewers from watching.

Mohan explains he doesn’t focus on whether earnings constitute a ‘living wage.’ Instead, he measures success by whether the platform is helping creators build lasting careers – are more people becoming successful, and is that number increasing each year? YouTube’s numbers show this is happening: they had 2 million creator partners in 2021 and 3 million in 2023. The trend is clear: more creators are joining, more ads are running, and people are watching for longer periods. This offer mirrors what filmmaker Bo Burnham jokingly asked in a popular 2021 video (with over 160 million views): ‘Want everything, all the time?’

As a total film and media geek, I’ve always loved how Mohan describes what he and his team at YouTube are doing – they’re essentially building the ultimate platform for creators. I think of it like a massive garden, actually. YouTube provides the space – the soil – and anyone can come along and ‘plant’ whatever content they want, good or bad. And as this garden spreads – it’s becoming huge, even starting to overshadow older forms of media – what grows there is increasingly what we all end up watching, simply because it’s easily accessible and often free. It feels like YouTube is really shaping the global cultural landscape, deciding what kind of ‘media diet’ we’re all consuming. Mohan, in a way, is the gardener, and what he allows to flourish will ultimately be what we all ‘eat’.

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2025-12-08 18:11