Google Inc (NASDAQ:GOOG) is reportedly set to bring a new executive who will play a lead role for YouTube. Susan Wojcicki, current senior vice president for advertising and commerce, is set to lead Google Inc (NASDAQ:GOOG)’s popular video website. This report comes from The Information citing unknown sources.

Google youtube

Google wants to make YouTube more lucrative

The fact Google Inc (NASDAQ:GOOG) is bringing in Wojcicki says that the company wants to really capitalize on their video page. Although Google Inc (NASDAQ:GOOG) already has ads on the website and ads embedded in the video, the search giant hasn’t really been able to really monetized the website. With Wojcicki’s experience and expertise in advertising, it only seems natural she was chosen for this new position.

Laura Hockenson for GigaOm explains, “While Google Inc (NASDAQ:GOOG) does its best to keep YouTube’s revenue-generating numbers hidden, particularly in how much it pays out to creators and channels (although it’s estimated that Youtube takes roughly 45 percent of ad revenue off the top), the anecdotal sentiment is that most struggle to make money on the platform. Individual creators can’t solidify a revenue stream through YouTube without an (often costly) partnership with YouTube itself or one of its many partner channels. Although these partnerships can be lucrative, they can also cause problems about who owns the content made for channels. If creators decide to go independent, they have a high chance of losing ownership, visibility, and the following that their partnered work has brought them.”

A serious flaw with some partnerships

Even larger partnerships can prove troublesome. One case in particular is Machinma, a large video channel that earns millions of dollars from Google Inc (NASDAQ:GOOG) revenues yet still struggles under their own base. This is primarily why these channels seek outside partnerships with other companies. Machinima, for example, recently got in trouble over leaked campaign documents for a deal with Microsoft.