Since 2023, when Mohan took the helm of YouTube after his mentor Susan Wojcicki stepped down, the social platform has increased its dominance of the attention economy against considerable competition. YouTube, which celebrated its 20th anniversary this year, is both a brand and a universe. Born on the internet and nurtured on mobile phones, the video platform has now metastasized to the biggest screen in the house and almost every genre of entertainment. In 2025 it cemented its place as part of the living room, both via YouTube TV, which has emerged as people’s favorite cable replacement, and, overwhelmingly, via the free app. Half of YouTube’s viewership is now through a TV screen. It’s also invaded the compact end of the market: YouTube Shorts reports 2 billion logged-in monthly users, similar to recently reported numbers watching Meta’s Reels.