YouTube grouped all subscription products under one leader, Christian Oestlien, now VP of Subscriptions Products.
His remit covers YouTube TV, Music, Premium, Primetime Channels, podcasts, and commerce—reporting to CEO Neal Mohan.
At the same time, YouTube set up two sibling orgs: Viewer Products (led by Johanna Voolich) and Creator & Community Products (new lead to be hired).
The move follows strong growth in subscriptions, with YouTube Music + Premium at 125M+ users and YouTube TV among the largest U.S. internet pay-TV services. (Source: Variety)
Why This Reorg Matters For Product Teams
This is a classic portfolio play.
With one owner across TV, music, and premium, YouTube can run faster pricing, packaging, and cross-sell experiments. Expect cleaner bundles, unified trials, and a single set of goals around LTV, retention, and attach—while Viewer Products focuses on experience quality and the Creator org fuels content and AI tools.
For PMs, it’s a blueprint for how to remove org friction and learn faster.
What To Watch Next
Bundles On TV
Premium + Music + sports add-ons and Primetime upsells on the living room screen.
Sports As A Growth Lever
Expect TV and live sports to anchor acquisition and ARPU.
Gen-AI Creation
Creator & Community will lean into Shorts, Live, and AI tools that boost supply and stickiness.
Level Up Your PM Edge
If your company runs multiple products, copy the pattern: unify ownership → unify metrics → unify experiments.
For a simple cadence to make this work, use our PM Visibility Playbook to align leaders on one North Star and keep wins visible each week.
Want a quick skills refresh for 2025 org shifts? Skim What Great Product Managers Need In 2025 and plug any gaps before the next reorg lands.
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🔐Your Execution Playbook For A Unified Subscriptions Portfolio
You don’t need a huge team to apply YouTube’s play. You need tight goals, a clear test plan, and clean handoffs.
Here’s the kit you need: