Creators in fact bring the audience on line. India is the fastest growing market on account of the creator economy in India. Creators to build multi-million dollar businesses. Creators in fact increase the user base of YouTube and generate more revenue for it.

Generation of users coming online is the key to growth. Some of these users have only their mobile phones to experience the online offerings. They connect with the communities and content on YouTube. Google engages with the creators both on a one-off basis, and on continuous basis. YouTube’s product teams have direct relationships with creators built over last so many years.

Those creators with millions of followers and high profile influencers must be on YouTube platform. This helps YouTube to compete with TikTok and Instagram.

YouTube wants to retain the existing pool of creators and wants to bring new creators in the eco-system. To this end, they are using generative AI. A new tool Dream Screen is being offered. It allows creators to generate videos and photos using AI to use in the background in their shorts. A creator wants to execute an idea — a dragon flying over Mumbai. They have to type a prompt, and AI generates the corresponding video.

There are AI-generated suggestions for the future videos. There is an automatic dubbing product to translate videos in other languages. There is an AI-assisted music recommendation system. It suggests music (audio) to use for the creator’s video.

At the root of Dream Screen are the foundation models. YouTube fine tunes some of these models so that creators can use them.

YouTube Shorts have become competitors to TikTok. These Shorts command 70 billion average views per day. However, it is an issue — how to monetise these Shorts. YouTube is investing heavily in Shorts. This is a part of their mobile first strategy.