How would you get another billion monthly active users on YouTube?

Youtube mission is to democratize entertainment, freedom of speech and enable people to voice their opinions across the globe. Its business model is based upon advertising and enables content creators to make money by taking a cut in advertising revenues. 

Clarify:

• Is the billion MAU's focused on a particular platform - mobile, web etc? IVR: All 
• Is the focus on bringing new users or increasing engagement for existing users? IVR: You decide 
• I am assuming that the goal is to attract users across the globe ? IVR: Yes
• What do you mean by MAU here? does it mean that the user has signed in youtube or visited youtube at least once in a month? IVR: Yes
• is the goal is to leverage the current platform or it can grow into other capabilities such as shopping etc. ? IVR: leverage the current platform and features

1. Watching videos, movies 
   1. Entertainment 
   2. Educational 
   3. News 
   4. Sports
2. listening music 
3. Live TV and streaming sessions
   1. Game streaming 

1. Content creators: who may or may not monetize their videos 
2. consumers
   1. casual users
   2. frequent users
   3. aggressive users

1. Awareness/Acquisition:
   1. Launch in new countries or where youtube is not No. 1 
      1. online/offline marketing: tv and online advertisements how youtube is a door to entertainment, knowledge and interact with people with common interests. Sponsor music events etc.
      2. Partnerships
         1. Influencers 
         2. content creators from other platforms
         3. local news and entertainment 
         4. exclusive content only on youtube
      3. Local language native support i.e. mandarin, Russian, hindi
      4. Broadcast exclusive sports events only available on youtube
   2. Promotions: this would be done to attract users to you tube. if you sign up on youtube, you get $5 discount on google express/
   3. Capitalizing on competitors: if the competitor had regulatory or privacy challenges, advertise how youtube is a safe and trusted portal with dedicated focus on customer information
   4. Good PR: charity initiatives and how youtube changed lives for many people. People getting into colleges learning thru youtube, people being healthy watching nourishing videos etc
2. Engagement:
   1. More platforms for consumption: Support for more web browsers, mobile platforms. Exclusive partnerships for other mobile OEMS for youtube to be pre-installed
   2. lite version of the app and enable 
      1. offline viewing
      2. low battery drainage 
      3. accessibility options
   3. contact strategy: reach out users via email if new content similar to the one they watched is available now on youtube