All right. >> What's up, guys? Welcome back to my YouTube. Oh, wait. Sorry. This is >> You do Adam W on YouTube. I do I do this podcast. >> I thought this was my channel for a second. Sorry. >> It's always your channel. Yeah. And then you can put us on TV and we'll pop it up. >> Adam W does Adam W on YouTube. He does it better than anyone else does Adam W on YouTube. But if you've ever laughed, if you've ever smiled, if you ever thought that is reflection of my life, but so much funnier. Adam was likely the creative genius, not only behind it, but in front of it. And Kurt works on television in the living room for YouTube. If you're watching YouTube on your TV, on your console, anywhere where the screen is the biggest screen in your house, Kurt's team puts all the magic behind all of those videos. And I'm Renee Richie, your creator liaison. We are here to talk, I think counterintuitively, but perfectly about shorts on TV. And when I say that, some people go, "Wait, what?" But I watch so many shorts on TV, Kurt. >> Yeah. I mean, the interesting thing about YouTube on TV is all the different formats we have. Whether it's a long form video or a short or a podcast or a music video. I think the thing that sets YouTube apart on the big screen is just the variety of content formats. And we're always kind of surprised when we put a new format on the TV and we see how viewers react to it. Um, we talk about it's like biggest and best screen in the house and viewers want to watch their favorite content kind of no matter what it is. >> Yeah. Do you think about TV now when you're making your your shorts? I mean, I kind of have to at this point, right? Because, you know, at first I you never think like you film it vertically for shorts, right? And you kind of don't imagine a viewer watching it on TV. I mean, for everything that I do, like I try to make everything feel like a mini movie. Um, so in a sense, yes. Um, but it's something that I'm starting to lean in a bit more. Um, obviously because of so much traction and so much viewership coming from TV. >> We launched the shorts experience on TV a little over two years ago. And when we were first building it, we were kind of thinking about it like, hey, let's make sure the shorts experience isn't broken. And so when viewers are trying to find shorts, it works. And we've just been absolutely blown away at the viewer reaction. We're doing two billion hours of shorts watched on TV screens every month now, which is an insane number. And when we've talked to viewers, why are you watching these on the TV? You think about it like as a mobile format. You're watching it on the phone. But viewers love watching them with their friends and family. It's the best way to do that on the TV screen. It's big. It's beautiful. We've introduced an easy way to navigate the shorts with the remote. So, you can lean back on your couch. You can use the remote instead of swiping. And that's the other kind of beautiful thing about YouTube on TVs is we have this nice kind of you can lean back and you can watch or you can lean in and engage. And that's sort of um what you're seeing with shorts. >> Yeah. I find this so interesting because like a lot of the formats aren't new. Like we've had like you mentioned podcasts. People have done talk shows for years. Uh even with shorts like there's been uh America's Funniest Home Video. There's been just for laughs. There's been like The More You Know Dun. Like it's everyone's favorite meme. And like you've basically reinvented that for this next generation. It makes a lot of sense to me that people want to watch it everywhere. >> Yeah. I feel like we're so used to watching this how I grew up like sketch comedy on TV and in landscape >> specifically, right? like all of the best shows. So to be able to do sketch comedy in the vertical um has been really cool. I mean it's like really the new wave of how you're seeing sketch comedy across all platforms even, right? Um so it's been really cool and and fun to feel like I'm reinventing that. I try to make every sketch feel like a mini movie, right? So like when I first started to create content, like that's how I wanted my content to be viewed. I wanted I wanted to be viewed on a TV, a movie theater screen, a bigger screen than a phone. um and obviously kind of fell into creating phone content on a phone, but it's really cool to see the evolution of shorts and vertical video being shown on a TV and that there's actually interest and like you said, two billion people a month or however much watching it constantly is is just a mind-blowing. >> Yeah. Two billion hours watched every single month which is mind-blowing. And the thing that I think is so great for our creators is you can film once, film on your phone, upload it to YouTube, and we kind of handle the rest. Whether someone's watching it on the phone or watching on the TV, we're going to make a great experience. >> Yeah, you guys do the hard work. >> And I mean, I think that's one of the the great things so far that we've done with Shorts is although it's vertical, we've built a dedicated page and we kind of put the comments on the side and have the metadata on the side. We do try to take up the full screen and it's it's good to see it resonating with viewers that they can watch it on the big screen, have a great experience, watch it with friends and family like Renee when you're talking about >> um some things like America's Funniest Videos. I remember growing up with that content and like watching it with my family and all laughing and that's what we're now seeing with shorts. >> Well, that's my experience with Adam too because like you will get me like I'll be like I know but you will still get me like I will have uporious laughter at the sketches and people would like to share on their phone but it's not in real life. It's like usually sending it to somebody, but in in the living room, you're sharing it with your family. You're looking at each other. You're getting their reactions. And Schwarz has always talked about like being snackable. Like you only have a few minutes. You're waiting in line for coffee. You're waiting. But sometimes at home, like you have a few minutes before you have to leave to for work, before you have to get the kids to school, and you still want like a variety of content, and you fit so nicely into that. >> Yeah. Well, even with comedy, too, like think about it. You want to watch it with people. That's when stuff's funny. Like when you watch something by yourself and laugh out loud, like it's really funny. But like, you know, if you're in the room and the energy is there and like you said, like with your family or like if you go to a movie theater, right? Like or a stand-up comedy show, like people like laughing is infectious, right? So like people will literally laugh because they're hearing laughs. So like uh it's it's really cool to see people watch a video of mine together rather than just by themselves on a phone, you know? I I it's not as many views. So, I don't know if I love that part, but [laughter] >> it is like I will go to my history like I will just go to the television, go to the history, press play, watch the thing, and then watch the person react. Like that to me is the fun of like sharing it through the television. >> Yeah. And the snackable viewing thing like I talked to a lot of people I after dinner I sit down with my family for 30 minutes and we watch shorts together and we laugh. >> Watch my shorts. >> Adam shorts for sure. Go to his channel, [laughter] pull up his >> whole name is Adam's team from now on. Great. >> That's the interesting thing about the TV is it's not just like snackable. you have 5 minutes here or there. It's appointment viewing for shorts. >> Um >> well, you talked about this before, like there's a lean back and lean in. For lean back, and maybe it's not even lean back, it's like I'm cooking, I'm cleaning, I'm working out, I want to put on something for an hour or two hours and not have to touch the thing again. But when I'm leaned in and I'm like interested in something, I want to be choosing stuff and I want to be watching stuff like that that is like >> Yeah. And the shorts, like the experience we've built, the first experience we built for shorts is very I'd call it very leaned in. So viewers have to use the remote to essentially swipe to the next short. Um unlike longer traditional form, it doesn't just autoplay to the next short. So it's very intentional viewing when when viewers sit down and they watch shorts. Um they're leaned in. And this is maybe one of the things that we're thinking about the most as creators continue to make amazing content that viewers are watching on the TV is how we kind of transform that experience and make it a little more lean back now that we're seeing, you know, all this viewership on TV. And so that's something my team's thinking about and we're excited about. So you could just be like working out and have a stream of shorts go by. >> Yeah. >> Yeah. >> It's a quick workout, but yeah. >> You have like each of your shorts is in itself its own entity. Like you could just for the first time see an AdamW short, laugh, but how do you think about like the next short that they're going to watch the next Do you think at all about like the the the some total Adam W experience? People who are longtime fans. >> Yeah. I mean like it's tough, right? You want to please the people that you currently have, right? your your current subscribers, but at the same time too, like it's so important to get that new subscriber. Um, for me at least, right? And I think every video that I make, I kind of go into it with the idea or the lens of like, okay, if you've never seen me before, you have no clue I am, right? In the first 10 seconds, 5 seconds of this video, am I doing something that's relatable enough for anyone to laugh, to enjoy, to understand, right? Um, and kind of in a sense like almost putting me as a secondary piece to it. And I kind of lean in on the content and the script first. Like, is this the script funny and relatable enough to where if you're not a huge fan of me or don't even know who I am, you'd watch this. And then over time, you know, you get to see my tendencies and my acting and you kind of start to fall in love with the maybe the talent behind. But ultimately, I'm leading with the script first. And I think like my current subscribers who already are subscribed to me, that's the reason they followed me in the first place, right? because I'm every idea is a different idea and it's just about what happens in the world. Um it's not like niche on a specific topic or a specific thing. Uh there's a lot of like of my fans that love a video that I might hate and they're like this is my favorite video just cuz it might relate to them the most, right? So I try to stay really broad with the ideas and like try to hit every single culture and every every type of demo and just stuff. A lot of it is stuff that I just experience on on the daily anyways, right? And I think like as humans we're all like pretty similar and kind of face the same annoying small things. Um very much in the world of like Seinfeld like you know how that's structured. So I try to take that you know rhythm with it and um always just do something that anybody can understand coming in. But at the same time too like I never get any complaints from any of my subscribers. They love it because it feels fresh because every idea is something new and every day is a new world. It's a new joke. Um, so that's kind of a a trick that I do that not only helps me continue to grow, but just keeps everything feel like it's still like you don't feel like you're watching the same thing over and over and over, right? It just feels like a different show each time. Um, so it's kind of done by design. >> Yeah. And that's something we hear from viewers too, specifically on the TV is shorts are such a great sort of what I would call discovery engine for creators because you can go through the content you're with your family and friends and when you see something that resonates for you. We try to make it easy to subscribe to the creator to go to their channel, get access to all their other shorts. Um, and so it's also the other reason that I think it's so big on TV is it's a great way to find new creators quickly. >> Yeah. Uh, and it's also like for a discovery point of view, I think people when they carefully pick and choose a long form video, like maybe they do want something for an hour that they're going to cook with. Like you can't be too risky because if they don't like it, they have to go back and look for another one and it's not a good use of their time. But with shorts, because they are short, I think like we can let people explore more, discover more. We can offer a wider range like what you're talking about with topics. How do you think about not just on the shorts player but like surfacing shorts in the like the home screen the browse experience? >> Yeah, that's the other thing that's really unique about TV specifically for YouTube. Like when I think about shorts on the phone, I kind of think about going through the feed. >> Um on TV we've offered like we call them rows, but so on the homepage we'll have a whole roll of short shorts where you can see different shorts and maybe there's some comedy and some sports. Um and you can kind of dive into the topic that you're most interested in for that viewing session. Um, we've integrated them into search kind of this in this row format. So, it's a little bit different discovery when you go to a creator's channel on the TV. We've kind of merchandised the shorts there, too. Um, and just trying to put them in places where viewers who are interested in a certain topic or theme can easily get into the shorts experience. >> It's funny, too, because like I will literally say, "Hey, I don't have time to watch this long form video that's like 30 minutes or even a movie." Like, I'll just watch shorts. And then I'll watch it for four hours. Exactly. >> But it's just cuz like mentally kind of like you said like ah you don't want to start something that you might like halfway through like ah I actually don't want to watch this. Um the the shorts feed like just gets you to just keep watching and watching. Um so yeah it's always funny. I'm always like 5 hours in. I'm like >> at that point like we do have tools now where you can set like a time limit. Like if you're worried about like if you want to have to go back and browse and intentionally pick something again you can set a time limit. You can set it all the way down to zero if you want to and you can experience shorts primarily through browse or through the channel page like you mentioned. We want to give people like all the choices. >> Yeah. And that's something we've tried to do like what I was just mentioning be thoughtful about how we think about long form and short form. So the other thing that we do quite a bit on the TV screen is we don't blend it all together. We kind of coalesce the shorts into different areas. And so if you're in the mood for shorts, it's easy to find them. If you're in the mood for longer videos, it's easy to find them. Um and kind of blend both into a seamless experience. >> Yeah. Uh, and it's interesting because like some people will make compilations of their shorts and some people will make shorts out of their long form and it feels like there's a little bit of a blurry line and just like finding different ways to go to where your audience is. >> Yeah. I mean, um, yeah, I think like even just the feed kind of when you go on to shorts like Yeah, to your point, I think like you guys do a great job of like making it very clearcut of like you want this, you get this, you want this, you want you get that. So, um, you know, even when it comes to making content, like ah, it's been a while since I made a long form video. [laughter] Um, but I constantly see like a lot of big creators cutting down shorts and and vice versa. Um, and kind of how I've I've attacked that is like >> I feel like you see like when you make a short when you make something that's designed for just to be a short, it always ends up being a better outcome than a cut down from something that's longer. So, I really try to keep those two buckets separate. Um, and I know a lot of creators crosscontaminate and you know, whatever works best for your schedule, of course, right? Um, but I feel like when you make something specifically for that one minute, um, it just always performs the best because the whole story is meant for that minute. Um, and vice versa with like long form. >> Yeah. Well, some people talk about like the constraint is the art. Like if you only have like if you know you have to cut vertically, if you know you only have one to three minutes, like that is a constraint that forces you to be super creative in that >> in that format. >> Yeah, 100%. You I write specifically for the time of of how long it'll be. Even like for long form, you know, like some creators will be like, "The video has to be 30 minutes or it has to be 40 minutes or 20 minutes." It doesn't really work like that with comedy. It's like as long as the video is funny, I'm not going to just stretch the video out to get more adsense or to make it longer. If the joke ends at 4 minutes and 10 seconds, then it ends at 4 minutes and 10 seconds. And I'm not going to put all this fluff in there to try to get it to be longer. And if it's, you know, even for shorts, right? Like, I mean, now you can go up to 90 seconds on shorts. Correct. Or three minutes. Yeah. >> Um, you know, not every like if a short even is just 20 seconds and that's where the joke ends, then be it, right? Um, but I always just try to write specifically to, you know, whatever wherever it ends, it ends and I don't try to extend it. And I think that's the beauty and the art of it because people can feel that like subscribers and people who are coming across this, they can tell when you're trying to extend something to get it to a certain length or or not. [snorts] So, I really just try to I just write and whatever the time ends up being, it ends up being. >> I think that's smart. And like when creators ask me, "Hey, my audience is on TV. Should I make something longer? Should I not?" >> The advice I always give is make it exactly what it's meant to be. Don't try to add fluff. Like >> the thing that viewers know, especially on the TV screen, is is it authentic? Is it? And when you when you get away from that, that's when you lose your audience. >> It's that famous saying, make it as long as it has to be, but no longer. As short as it can be, but no shorter. The interesting thing too, like on the flip side, I've talked to a lot of creators who were like doing the opposite. Like I was trying to trim it. >> Yeah. >> And then I realized like my viewers on TV wanted to watch longer and so I stopped artificially trimming it. Um and the >> like the fast-paced edit, people want to be able to breathe a little bit I think on TV. >> Uh it is fascinating to me because like there are some people who like fast-paced feeds like they want something fresh coming and there are other people who want to go a little deeper. Uh and do you find like those are like separate audiences for you or do you think people are it's more like the skit that matters? I think it's more of the skit that matters. I mean, like, yeah, like I I've made like I I'd say on YouTube in comparison to other platforms, people really do enjoy storytelling. So, like anytime I have something that like might feel like it's a little long in comparison to like what you'd see on a Tik Tok or Instagram, like I always feel like it gets more viewership on YouTube when there's more of a storytelling aspect to it. And that doesn't necessarily mean it's the longest video, but just something that actually has a beginning, middle, and an end, right? Like I feel like on other platforms you can kind of just throw up anything and you know it'll it might do fine, right? But having something that has more storytelling always performs better on YouTube for me. So I do like put that into perspective when I like come up with stuff. And I always want to have a beginning, middle, and end and like tell a complete story whether that story is in 10 seconds or 3 minutes or 30 minutes, right? I always want to make sure I'm hitting all of those beats so it doesn't just feel like some slop that's just thrown out there. Um, so yeah, I do consider that a lot. You mentioned earlier like just like the TV experience and I know your team has been working a lot on making like you've done shows for creators who have like series, there's podcast playlists for people who do that. How do you handle the mix of content we have now? Because there is everything from, you know, Neil loves saying like three minute like three minute shorts to a 30 minute video to a three-hour uh podcast or live video. How do you handle all that? >> Yeah. I mean, I think you mentioned it earlier like viewers are kind of like all these formats are bleeding together. Viewers want to come to watch long form to watch podcasts and in their brain they're not thinking is it a podcast or is it a show or is it a short they want to be entertained. They want to watch their favorite creators. They want to do it on the biggest and best screen. And so really, we're trying to invest in a variety of features that lets viewers sift through the content, find their favorite creator, find a piece of content they watch, and kind of get out of their way and give them the tools to lean in and engage if they want to. Uh, leave a comment, subscribe to the creator, go to the creator's channel to find more. Um, give them tools to lean back. Um, and like I mentioned before, autoplay to the next video, kind of stay in the groove of going from a creator's video to the next. That's our shows product. Um, and what's so interesting about shorts, I think, is we've just started scratching the surface of some of this stuff on the TV. Of course, we have an optimized player, and like I mentioned, we were putting shorts in different parts of the app. Um, but now that there's two billion hours viewed every single month, I think there's still a lot of room to improve there, give creators more tools, give viewers more tools to engage, and so we're super excited about what maybe what we can build next. And are you thinking both like holistically on the TV or people who might be sitting on the TV on their phone or on their >> Yeah, we talk I mean I talk about this all the time which is there's studies third party studies not even YouTube studies that show generally when viewers are watching TV nine out of 10 of them have a phone in their hand at [clears throat] the same time. [laughter] >> Sure. >> And it's funny like whenever you tell that stat to someone they're like oh yeah that's me. >> That's me. I'm in the nine. And um and so we're also trying to build really easily tools that you can use on your phone. So when you're watching on TV, you can just read the comments, write a comment, learn more about the creator, read the description of the video, all kind of on your second screen while the experience on the TV is kind of uninterrupted and seamless. And so um we announced a feature last month called TV companion, which is just starting to roll out. um which is a very nice feature where when you open up YouTube on your phone and you're watching something on the TV, we show you the video that you're watching on the TV and you can quickly and seamlessly just get there. >> Um and so yeah, viewers love it. When I show it to creators, they love it. Um and it's kind of just a win-win. Viewers get easy access on their phone to engage. >> Creators get to keep that sense of community. Um and so we're going to continue to invest in those features, too. >> I'm on my phone, my tablet, TV. I'm doing all three at once. Yeah. Do you have a hat like comes down screen? >> Um, also like there's a lot of work on page like you did the thumbnail uh upgrade where now like previously we had to worry about how it was always a concern of mine. I would upload the thumbnail goes too big and I'd have to like try to crunch the JPEG a little bit more and upload it and now that limit is effectively gone. Like I think it's like 50 50 meg. >> Yeah. Like one of the I would go talk to creators and they would tell me Kurt like I want a really big beautiful thumbnail on the TV but you only let me upload a 2 megabyte file. Um and so yeah we looked into that. That was kind of a remnant uh decade old plus remnant of like YouTube be starting on the web. Um and so we got rid of that limit. You can upload a 50 megabyte file. And then the other big change we made is we went from making a 720p version of the thumbnail to making all the way up to a 4K version of the thumbnail. So the big win for creators and for viewers is when they turn on their TV, they're going to see really high quality thumbnails. >> Um, and you know, the genesis of that and a lot of the work was for longer form content. >> U, but we're going to bring that to shorts um to make the shorts thumbnails really shine on TV. And you know, I talked about it earlier. I think that's one of the key differences between mobile and TV. On the mobile, you're not really interested in the thumbnail. You're kind of getting into the feed. You're scrolling. The thumbnail is kind of not that important. But on the TV, like I said, we show a lot of the thumbnails. Um, and so it'll be great to get those high quality. >> Um, and give >> the structure is important that it has to stop you scrolling, but like the pixel level detail isn't as important where like on the TV it's like >> up there in all it glory. I I also think like as creators make more kind of like thematic and intentional shorts, um the thumbnail is going to become more important to kind of get the viewers in there, tell them what the shorts about, um kind of allow creators to merchandise their short better. So, yeah. >> Do you have a hot take on shorts thumbnails? >> Well, it's interesting because like, you know, thumbnails for short form content never really mattered across platforms, right? Um but on YouTube now specifically, yeah, because you're seeing it on a TV, right? Like outside of that, to your point, you know, you're kind of just seeing it in your feed and probably like a majority of that traffic is just coming from scrolling rather than seeing it. But even like when you log into the YouTube app on your phone, like you do see those thumbnails for shorts, like I've clicked stuff because of that. So >> or your channel page when sponsors want to check out your >> Yeah. Exactly. Yeah. So I would say since shorts came out, that's kind of when thumbnails actually started to matter for content. whereas before like you know on other platforms it's like such a small percentage of traffic coming in from that thumbnail. Um but yeah, now it does matter and it's it's cool that the quality could be that high res so you can see it on TV and you know I feel like a lot of creators like you're making this content and like >> this is like your art and your craft and to be able to see it on a TV is so cool. At least for me I'm like you know I I wanted to do movies before I started YouTube, right? Like so I've always imagined myself being on this screen. So, um, anything that gets the quality to look the best, that thumbnail to look like a movie poster, right? Like that's what I want. I want each sketch to look like >> W movie posters now. >> Exactly. So, like, you know, you want everything to look like a movie poster. And when you see movie posters, they're high quality. >> And we we talked about this earlier is like I think viewership on TV now is is the highest it's ever America. >> We do a bill over a billion hours watched every single day on TVs in the US. We've been ranked as the number one streaming app for over three years running. um 200 million hours of watch time every single day in the US. And so globally in the United States, yeah, TVs are kind of on fire. >> Yeah, it's amazing. I want to do like a little fun segment, Adam, where like you give Kurt your pitch for what he should be doing with YouTube on television. >> Like what would be like if you got to like run TV product through Kurt on YouTube? >> Are you going to say like the first >> fire everybody? [laughter] No. Um, wait, hold on. No, no, I'm just kidding. Uh, I don't really, you know what's crazy? I don't have that many notes. I think like a lot of stuff you guys are doing are great, and I think you guys are thinking ahead a lot. I mean, in a perfect world, I think, um, being able to watch a short landscape >> is insane. Um, obviously there's a lot of logistics that go into that and I know you guys have been pretty creative with like using the dead space, the black bars to fill in comments or previews for next videos and stuff. Um, but being in a world where you can um, view something and I think that comes back down to um, how the content is filmed, right? Um, and I'm actually working on something that that would help drive this as well. But to be able to scroll like have a day where you can scroll when the day comes and go through shorts and everything is landscape. Um, you know, it's pretty would be pretty insane. >> Yeah, that's a common one we hear a lot is just more I would just bucket it into more creative tools, more tools to let me film certain ways, make unique content, and again like have YouTube handle it on the TV screen. And so >> it's like I know nothing about like any product development on TV, but like there's we live in a world now where like theoretically people could film square and we would just figure out like what it would look like or you could just outpaint like the ex the the sides or like the technology has like you're doing super resolution for stuff that was filmed back before 720p was a thing. >> Yeah. I mean, that's the interesting thing about the time we live in and all the technology and all the AI. And so, I can't imagine a world where there's creative tools where you can film a thing and we make different formats and it's all opaque to the creator. Like I mentioned before, that's kind of always our goal is >> you film once, maybe you film it in landscape and we make a landscape version of it, a vertical version of it. And so, >> which we're doing with like podcasts now, you can if you film a podcast or long form, you can make a horizontal clip or three vertical shorts out of it like with the tools that we're providing. Like we don't have like the triangular office tablet yet. >> Well, I actually so I actually did create a way to film vertical and horizontal at the same time. I'm not trying to plug my own [laughter] thing, but >> looking ahead, what what is AdamW over the next year, over the next few years? How are you thinking about it as a channel, as a business? >> Yeah, absolutely. Um, so couple exciting things. One, um, I'm working on a movie, um, that you know is meant to go on YouTube. Um, and you know, for me, like I do sketch comedy, but my real goal in doing all this was to make comedy films. And, um, I ultimately want to make this movie and make it feel like a bunch of Adam W sketches morphed into 90 minutes. Um, and outside of that, um, doing a more premium sketch show, like something that feels more like a Key and Peel that's like very highly produced that, uh, I'm working on as well. So those two things, but in terms of the business of it, like you know, I don't want to go anywhere outside of YouTube. Like, and what I mean by that is like, you know, there's always this pressure to go to Hollywood and to be on the Netflixes and Amazons of the world, but my audience is on YouTube. And I and I truly believe that the most eyeballs will always be on YouTube, and it continues to show that year after year. So, it's like, why do I have to go somewhere else? I I've created this audience here. It's growing rapidly every year, every month. I'm growing so much in subscribers. Um, and I want to put out premium content on this channel. I also want my audience to still get the regular sketches they're getting. Um, and I think that's another beautiful thing about YouTube, right? It's the diversity in formats. There's so many things you can do. You can put a movie on YouTube. You can also put a low-level sketch on YouTube, right? And, um, I think I just want to master all of those formats and have something for everybody in my audience and just continue to grow that audience. >> I love that so much. You could even go live and show them how you're making all this stuff. Exactly. There's so many so many ways you can like involve your audience and, you know, really make them a part of the journey, especially when you're doing something that's more longer form and premium. You're not just dropping it on them out of nowhere. You've kind of teased this the whole way and now like my audience has built this with me and um you know, I I didn't come up with this quote. I've heard it many of times. Um but you know, YouTube is truly a place where you don't create content for your audience, you create it with your audience. Um, and like a lot of the part twos and part threes and sketches I've done is literally because people will literally comment do a part two and I'll do a part two and they'll do a part three. I do a part three and then no one's commenting to do a part four. So I'm like all right, I guess nobody wants to see [laughter] this anymore. >> Ask studio and actually see if they're exactly. So like there's just too many tools and all great tools that you can use and like you know >> certain tools will work for certain creators, right? there's just it's it's the option that you have where you don't have that everywhere else and you know I've already built my home at YouTube. So, and you know where YouTube's going alongside with just where my channel's going. It's just rapidly growing. So, it's like I have no intention of leaving it. I I just want to make more premium stuff on my channel and give variety. >> And we didn't script that for you. That was all [laughter] genuine. >> No, they are paying me for No, I'm just kidding. No, they're not. They're not. >> No, this podcast is not sponsored. Um, you you touched on a little like a few things already, but what is your vision for the I know we can't do spoilers. I always try and nobody ever falls for it, but um, what is your vision for for television going forward for YouTube? >> Well, it's so great to hear Adam like again, we didn't script that, but that's just kind of I think what motivates my team is building tools for creators to let them engage with their audience, build their businesses, explore new formats. And so just broadly on the TV like I, you know, kind of how we opened this podcast. I think there's two big things that set us apart. One is the way that you can engage as a viewer with the creator. No other streamer has that. It's something we've built tools to do that. We're going to continue to build them. So as more and more viewership happens on the TV, the viewers can continue to engage with the creator. That might be through the TV directly. It might be through the phone. Um, and so that's a huge focus for us. And then the other big, you know, differentiator is all these content formats. You know, Adam's talking about he's going to do a movie. Um, and just making sure all of those content formats shine on the TV as a viewer. You can find them, you can engage with them, you can seamlessly jump between them, and it all works on the big screen with the remote control. And so that's kind of what we're focused on. Um, and you know, Adam is a huge shorts creator. I think the other theme of this podcast is we're just getting started on shorts. And so, um, I'm really looking forward to continue to improving that experience on the TV, introducing some nextgen features, um, maybe that no one's seen before, so Adam can continue to get viewership, engage with his with his fans, and, um, ultimately like grow a huge business. >> Yeah, I love it. Like I The thing that blows my mind continually is that a few years ago, you had to be a big studio to do what any creator could do now. Like you when you're working on this movie, you can have shorts that are teasing it. The movie can be a premiere. you can go live and do interviews afterwards and then you could chop all that up into shorts to remarket that movie which is how they did like all the big blockbuster movies and now any it's available to any creator >> that blows my mind >> and it's way easier to do you know like you don't have to hire this company to do this and this person to do that and then you go on this whole press tour and all this like you can literally within the tools that are in YouTube you can pretty much market your own content uh to the people that you ultimately want to see it right Um, so it's quite fascinating and I'm actually super excited to launch these like longer form premium things because I get to leverage all of these tools that you know no you can't do anywhere else. >> Yeah. I think when we talk about like creators of the new TV stars, creators of the new studios, creators of the new Hollywood, people think it's like being like just bombastic, but it like it's you're proving that true. Creators are proving that true every day. >> Yeah. And I think like it's also not like every creator is going to go make this multi-million dollar film. That's not the case. It's it's the fact that you have the option to do so. So, for the creators that want to do it, they get to do it. Um, but they're also not abandoning their audience for what they initially subscribe for, which might be a different kind of content, right? Like you're not uh constrained to just doing one thing. And that's the beautiful thing about it. And there's, you know, even for like on a smaller scale, like there are some people that probably just enjoy watching my shorts for probably some people that just want to watch my long form. But you have the option and you don't have to watch anything you don't want to watch. Um. Yeah. Exactly. And I think it's it's awesome because the creator has the choice to, hey, if I feel like one day I'm inspired to make this kind of content, I'm going to make this kind of content. Maybe I do a few movies and I'm like, I want to focus on sketches this month or I want to go back to doing something premium. You can go back and forth and the audience is so big and people on the platform, not even just my subscribers, right? >> They're hungry for all these different formats of there's there's always going to be an audience for it, right? And it's just if you make the best thing for that audience and you really enjoy the art that you're making, >> you you you won't have a problem finding that audience, right? You just have to make it. And I think that's the cool thing about it. >> That's the other thing is like with all these tools, you know, you're obviously a very big creator on the platform, but these tools when you're just getting started, you can use them, too. And you know, I'll talk to creators who say, "I can't believe I'm just getting started and my content's already on the TV." Like that used to be the aspiration. And now from day one on YouTube, there's no gatekeeper. I'm right on the TV. And so, >> well, you know what's crazy? Actually, one of the reasons why when I first started creating content, I kind of shied away from YouTube is because it was a very scary thing to go on YouTube because it was just that one format of long form video. And like, if you've never filmed anything before, it's really tough to just come out of the gates and film a 10-minute video, right? Um, and I think like the introduction of shorts allowed so many creators who just don't quite really know what they're doing, have this really easy entry point to get onto the platform and then now build this audience. And kind of how you said earlier, like shorts is such a great growth engine for any creator, right? Like you easily get eyeballs. You don't have to make anything that's that crazy long. Um the production doesn't have to be the craziest thing ever. And now you as a creator start to get a little bit better of making content, right? And the foot in the door is a little bit easier. And your audience is also growing with you during this time, right? And now you can say, "Hey, I've been making 30 second, 40 second videos. Let me bump to like 2 minutes, 3 minutes. I'm still in the world of shorts, right?" And then now boom, I'm doing a five minute video long form. Now I'm going to bump that to 10. Let's go to 15. And your audience is just growing with you through this while you're growing and figuring it out. So I think now where YouTube is at with all these tools, the entry point to become a creator is so much easier. Whereas 10 years ago, it was kind of a scary thing to just jump into YouTube, especially if you've never went to film school, you never acted, you've never even been on camera. Like >> there's also people like you who are sharing all the wisdom they've learned from a few years on YouTube. >> Exactly. And and how I learned too was just from watching other YouTubers. Like I would literally just watch like I I always tell people like, "Okay, you want to be a creator on YouTube? Sure. What is the genre you want to do?" >> Once you identify what that genre is, like for me it was comedy, right? >> Okay. Who are the top five comedians on YouTube? >> What kind of content are they doing? How are they filming? What ideas? I'm not copying them, but I'm inspired by what they're doing. Yeah. How they're filming, how they're editing, where they're cutting. I would like download their videos and like literally watch, okay, they cut on this, they cut on that. Um all the information is out there for you. It's just if you actually want to put your foot down and become a creator, do the research. Everything is in front of you on the actual platform, right? Um, so >> beginning of YouTube isn't work at school. >> Yeah. >> Yeah. Exactly. So, like you can literally learn it all. It's all on the platform. It's just about how much of the work you want to put in and ultimately do. >> I love that. Adam, thank you so much. Kurt, thank you so much. Everybody, go out, make some shorts for TV. >> Yeah. >> Thank you. >> Thank you. See you guys.