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Don’t Mess With the Mohan

What would ordinarily be a traditional carriage dispute between YouTube TV and NBCU is threatening to spiral into something more consequential and novel, with both sides planting their flags.

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Neal Mohan
Indeed, this showdown with NBCU may be a watershed moment for YouTube’s traditional TV ambitions. How much leverage do Neal Mohan and Google C.E.O. Sundar Pichai have in their pursuit of building the ultimate destination for all TV viewers, and how far are traditional players willing to go to not become serfs in YouTube’s growing empire? Photo: Kevin Dietsch/Getty Images
Julia Alexander
September 30, 2025

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A couple of weeks ago, at YouTube’s annual “Made On” event at New York’s Pier 57, YouTube C.E.O. Neal Mohan took a break from rambling about A.I. to call attention to Primetime Channels and YouTube TV, the portions of his business that are designed for television sets as opposed to mobile devices. The domination of YouTube itself is well documented—it accounts for almost 13 percent of all time spent on TV sets, just a handful of percentage points less than all of broadcast combined. We also know advertisers are allocating more budget for connected TV spend, and YouTube is well-positioned to receive the lion’s share.

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