As part of MIP London 2025, the panel “Evan Shapiro in conversation with Pedro Pina, Vice President, YouTube EMEA” addressed the evolution and strategies of the world’s largest video platform. Moderated by Evan Shapiro, CEO of ESHAP, the conversation with Pedro Pina, Vice President of YouTube for Europe, Middle East and Africa, explored the relationship with content creators, expansion into connected TVs and the future of monetization.
Pedro Pina stressed that YouTube‘s strategy remains unchanged: “We are committed to giving people the content they want, no matter where they are or how they consume it.” He recalled that the platform started on desktop computers, evolved to mobile devices and today is conquering the largest screens in homes.
One of the most relevant aspects of the discussion was the growth of YouTube consumption on connected TVs. According to Pina, this is the segment of greatest expansion for the platform: “It’s a shared experience. During the pandemic, many people upgraded their TVs, and family consumption became a trend”. He assured that users not only watch short videos, but also long-duration content, and even marathons of several hours, replicating the consumption model of the big streaming services.
Shapiro emphasized that YouTube is the only video platform with a strong focus on connected TVs, differentiating it from TikTok and other networks. In this context, Pina revealed that podcasts are a key pillar in the platform’s strategy. “Today we’re announcing something big: there are 400 million hours of podcasting watched on TVs every month. People say a podcast is just two people talking, but that’s basically a talk show, and audiences love it.”
YouTube reaffirmed its revenue share-based monetization model. “We have no interest in producing original content. We tried with YouTube Originals, but we realized that our success depends on other producers being successful on our platform,” Pina said.
He explained that any creator, from an individual user to large media companies, receives most of the revenue generated by their content on YouTube. “Our commercial success will only exist if other creators are successful. If you’re good, we’ll be good. If you fail, we fail too.”
In addition, he emphasized the flexibility of YouTube‘s business model. “Producers can choose what content to publish and how to monetize it. They can experiment with different formats and audiences before committing to their entire library.” Pina also noted that partners can set their own prices for ad space, avoiding the perception that YouTube sells inventory on the cheap.
The conversation also turned to the evolution of content creators. “Many of them have built professional studios, have scriptwriters, editors and produce in formats like 4K and 5K,” Pina said. He added that the TV experience is being optimized to offer content organized by seasons and episodes, similar to what traditional streaming services do.
Regarding content personalization, Pina assured that YouTube does not promote videos artificially, but rather prioritizes user preferences. “Our main source of information is user behavior. If you are logged in, we curate the experience based on your preferences, not by arbitrary decisions of the platform.”
Finally, he highlighted YouTube‘s ability to deliver global content without language barriers thanks to artificial intelligence tools. “Very soon, content may be available in any language through automatic dubbing, allowing creators to reach global audiences instantly.”
