How to build a creator empire in the age of AI and AR with Samir Chaudry
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And the goal of a YouTube creator, which is also probably the goal of any startup founder, is to identify what the audience is reacting to and then double down in that direction.
How do you know if you have product market fit? If you're asking yourself, do I have product market fit? You probably don't have product market fit.
And I think familiarity is a metric that is incredibly important in the world that we are moving in. In a world where we have an abundance of choice, familiarity is going to win. The reality is today, content formats are not defensible. Personality and perspective is. And I think that's like the most important thing that everyone can do to position themselves. for the future again if you look at where youtube is heading even with their announcements that made on youtube two weeks ago like that you can you can gather that they are heading in the direction of more and more connected tv viewership and you look at that it looks just like netflix so what the platform is is essentially signaling signaling to all creators is
Yeah, excited to jam, excited to have you here. What I wanted to talk to you about today is a little bit what I think is on your mind. I know you recently were at Google HQ. Little Birdie told me you were talking to Mark Zuckerberg during the Facebook Orion or Meta Orion demo. To me, when I think of entertainment and new media, you're my first call. I just want to know what's going on in your brain around where things are going because I think a lot of people are going to come up with ideas based on where you're going.
Yeah, well, yeah, it's a weird, like it's always weird to go to companies as they like are announcing their new products, right? Because you can't, you have to take a step back and go like, how much of this is practical? How much of this is conceptual? Like the Meta Orion glasses, I think are a really great example. Like if you think about wearables, Do you remember Google Glass, like trying Google Glass for the first time? I do. You know, that was probably 10 years ago. And this, this like exploration of like, whoa, is this the future? We're all going to be wearing these glasses. And we look like 10 years down the line and we're, we're still here where like, not everyone is wearing glasses, but wearable tech is more popular now, right? Like,
Like watches are more popular, rings are more popular, wristbands. And so it is moving in that direction. I think the Ray-Ban Metas are like the most compelling wearable I've ever seen and maybe the most compelling piece of tech I've engaged with since like a smartphone. But trying Orion, which is Meta's new AR glasses, was a really jarring experience. It's a very seamless AR environment where you're experiencing screens and calls, and you're experiencing the world in a very different way. Now, the reason I bring all this up, it's like obviously the world knows us as the YouTube guys, is we're always trying to think about how audiences will engage with content and storytelling and entertainment. And I think in the world of wearables,
If that does become a reality, I'd be curious to hear your POV on it. It does feel like some of these products are the first products we've tried that feel like, could this replace the iPhone in a lot of years from now? And if so, what does that mean for how people are watching things? Today... the share of watch time on connected TVs for YouTube has gone up dramatically. For our channel specifically, 58% of our watch time comes from connected TVs and viewers are watching on average 42 minutes on connected TVs. When we started on YouTube, people were watching on desktop. It wasn't really like massive share of watch time on mobile. And so you think about just like these devices are how we consume content. It's how we consume entertainment.
Does the world of wearables suggest that if we now get this pass-through environment back, then maybe we're more interested in audio content that we can consume while we're doing other things? Are we down to have videos playing in that world? Of course, I'm talking about a very distant future. But that's what we're thinking about. It's like, where do...
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