【每日英语科技新闻】Day 5: Youtube如何吸引创作者和广告主？
YouTube CEO's Strategy For Winning Creators and Advertisers
总结自WSJ Tech News Briefing
原视频：https://www.youtube.com/watch?v=V4RgjfXQ5Ik&list=PLqQNt9DP_BNDmddbDeWfm_kJ301E0WO0N&index=24
学习稿：
Neil Mohan, the CEO of YouTube, is intensifying efforts to engage with the platform's content creators amid rising competition. YouTube's largest share of content comes from thousands of independent creators, and this content is critical for the platform's ad revenue. As competitive platforms like TikTok and Instagram Reels gain traction, Mohan is working to ensure YouTube remains the primary platform for creators.
Despite not offering the same level of ad revenue sharing as YouTube, these competing platforms attract creators due to their extensive reach. To combat this, Mohan is keen to build closer relationships with creators and understand their needs.
Prior to becoming CEO, Mohan was instrumental in addressing content-related concerns that had upset advertisers, implementing new content upload rules. He is now leveraging this experience to tackle YouTube's advertising challenges. Currently, the platform is seeing a slow uptake of short-form videos by advertisers, which impacts ad revenue. The challenge lies in optimizing the monetization of these short videos to continue incentivizing creators.
YouTube has also been expanding into TV-like content and positioning itself as the future of TV viewing, especially among younger audiences. Mohan's vision is to remain flexible, accommodating various formats to meet creators' needs, rather than leaning heavily on any single format.
YouTube的首席执行官尼尔·莫汉近期正努力加强与平台内容创作者们的联系，以应对来自各方面的竞争压力。YouTube上海量的内容大部分出自个人创作者，他们的作品对于平台广告收入非常重要。而随着TikTok和Instagram Reels等竞争对手的崛起，莫汉正在采取行动，确保YouTube仍能够保持其创作者的首选平台地位。
尽管这些竞争对手并没有像YouTube如此丰厚的收入分成，但是由于他们的覆盖范围广泛，也成功吸引了许多创作者的关注。为了对抗这种挑战，莫汉正在积极寻求与创作者们建立更为紧密的关系，更好地了解他们的需求。
在成为首席执行官之前，莫汉在解决一些引起广告客户不满的内容问题上起到了关键作用，他推出了一套新的内容上传规则。现在他正在利用这些经验来应对YouTube在广告方面的挑战。目前，平台上的广告客户对于短视频的接纳度较低，这对广告收入产生了影响。莫汉所面临的挑战是如何优化这些短视频的变现模式，以便继续吸引和激励创作者。
此外，YouTube也在不断拓展其类似电视的内容部分，以此吸引年轻的观众群体。莫汉对于YouTube的未来设想是灵活多变，他希望平台能够拥有各种各样的内容形式，满足创作者的需求，而不仅仅是依赖于一种固定的内容形式。
重点表达：
- Intensify efforts: This phrase means to increase or step up the amount of energy or resources dedicated to achieve a particular goal. It often implies a situation where existing efforts are not sufficient and need to be strengthened.
Example: Due to the recent spike in crime, the local police department decided to intensify efforts to patrol the neighborhood.
- Gain traction: This term is often used to describe a concept, idea, or product that is starting to become accepted or popular. It's especially common in business and technology contexts.
Example: When the company first introduced the electric car, it didn’t gain much traction. However, as people became more aware of environmental issues, the car started to gain traction in the market.
- Uptake: In a general sense, uptake refers to the rate or act of accepting or adopting something. In a business context, it can refer to the rate at which people start using or buying a new product or service.
Example: The uptake of the new fitness app has been slow, perhaps because many people are still unaware of its innovative features.
- Lean heavily on: This phrase means to rely on someone or something to a large extent or degree. It could be used to refer to dependence on a person, resource, or strategy.
Example: Since our team is new and relatively inexperienced, we have to lean heavily on our mentor’s expertise to guide us through the project.
