YouTube CEO admits YouTube Rewind 2018 was cringey

YouTube CEO Susan Wojcicki wrote an open letter admitting that YouTube Rewind didn’t succeed in its goal to recap the year’s key moments.

In the letter, Wojcicki reveals that her kids even think that Rewind 2018 was “cringey.” Many people agree — the video is the most disliked video in YouTube’s history with more than 15 million dislikes currently.

Wojcicki admits the video missed the mark:

“We hear you that it didn’t accurately show the year’s key moments, nor did it reflect the YouTube you know. We’ll do better to tell our story in 2019,” Wojcicki writes.

YouTube Rewind is the most disliked video on YouTube.

YouTube’s three main priorities for 2019

Rewind 2018 was a clear sign that YouTube and its community are not on the same page. Wojcicki says that YouTube is going to change its priorities. Now, she says YouTube will support its creators more, having lost sight of that. She says in 2019, YouTube will be “supporting creator and artist success; improving communication and engagement; and living up to our responsibility.”

To improve communication, Wojcicki writes YouTube Studio will provide more insight into how videos are performing and will be offered to all creators this year. Plus, YouTube will be more responsive on social media channels. Reportedly, it has increased its responses by 50 percent and made those responses 50 percent faster, according to Wojcicki.

Another goal for YouTube is to improve the monetization system for both advertisers and creators. Again, Wojcicki says the number of YouTube creators “earning five or six figures in the last year grew more than 40 percent.” However, it is important to note that researchers say a very small number of YouTubers are actually able to break into the revenue group.

A promise from YouTube to do better for its creators

The open letter from Wojcicki promises that YouTube will do much more for their creators in 2019. It’s a promise we hope YouTube keeps. The outcry against YouTube stems from the belief that YouTube has sold out small creators for large corporate channels. This also may be why the PewDiePie verse T-Series battle for the most subscribed channel title has raged on for so long. Creators want YouTube to stay dedicated to creators, not corporations.

We hope “supporting creator and artist success” means YouTube will support its independent creators more, and not just pander to its corporate channels and advertisers.

Sean Berry
Sean Berry
Sean Berry is Videomaker's managing editor.

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