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YouTube’s Imminent A.I. Revolution

Media executives should take a lesson from Netflix and YouTube and embrace generative A.I. with real urgency, or they’ll find themselves once again late to the party, watching other companies eat the new revenue streams.

Neal Mohan
YouTube C.E.O. Neal Mohan has been explicit about his determination to win this next power struggle, having espoused a series of mantras just this year—that YouTube will remain the epicenter of culture, YouTubers will become the startups of Hollywood, YouTube is the new television, A.I. will make it easier to create on YouTube, etcetera. Photo: Dave Kotinsky/Getty Images
Julia Alexander
June 4, 2025

Even now, more than half a decade after everyone piled into the streaming video race, no company comes close to commanding the level of subscribers, revenue, or engagement that Netflix and YouTube enjoy. Of course, a significant part of that is first-mover advantage. But equally important is that, from the get-go, these companies seemed to grasp that advancing technology would change consumer behavior in transformative ways. And right now, we’re on the precipice of another technological shift: the rise of generative A.I., which is already having an impact on content creation.