YouTube Zeros in on Subscriptions

YouTube may already be a behemoth in advertising, but a lot of the video giant’s attention lately has been on its subscription products. 

In fact, earlier this year YouTube leaders were considering hiring for a new role that could be in charge of all subscription products, as I reported on Monday. (A YouTube spokesperson declined to comment.)

It’s not hard to see YouTube moving in this direction at some point. Current and former YouTube executives who I have spoken to in recent months, as well as other media and streaming industry executives, have said they expect YouTube will be able to grow revenue faster through subscriptions than advertising.