YouTube

=== Susan Wojcicki and going mainstream (2014–2018) ===
[[File:YouTube Logo 2017.svg|thumb|upright=0.9|YouTube logo since 2017]]
[[Susan Wojcicki]] was appointed [[chief executive officer|CEO]] of YouTube in February 2014.<ref>{{cite news |last1=Oreskovic |first1=Alexei |date=February 5, 2014 |title=Google taps longtime executive Wojcicki to head YouTube |language=en-IN |work=Reuters |url=https://in.reuters.com/article/us-google-youtube/google-taps-longtime-executive-wojcicki-to-head-youtube-idINBREA141Y420140205 |access-date=September 16, 2017 |archive-date=September 16, 2017 |archive-url=https://web.archive.org/web/20170916183049/http://in.reuters.com/article/us-google-youtube/google-taps-longtime-executive-wojcicki-to-head-youtube-idINBREA141Y420140205 |url-status=live }}</ref> In January 2016, YouTube expanded its headquarters in San Bruno by purchasing an office park for $215&nbsp;million. The complex has 51,468 square metres (554,000 square feet) of space and can house up to 2,800 employees.<ref name="office_park">{{cite news |last=Avalos |first=George |date=January 20, 2016 |title=YouTube expansion in San Bruno signals big push by video site |work=Mercury News |url=https://www.mercurynews.com/business/ci_29405413/youtube-expansion-san-bruno-signals-big-push-by |access-date=February 3, 2016 |archive-date=January 22, 2016 |archive-url=https://web.archive.org/web/20160122103350/http://www.mercurynews.com/business/ci_29405413/youtube-expansion-san-bruno-signals-big-push-by |url-status=live }}</ref> YouTube officially launched the "polymer" redesign of its user interfaces based on [[Material Design]] language as its default, as well a redesigned logo that is built around the service's play button emblem in August 2017.<ref>{{cite news |last=Popper |first=Ben |date=August 29, 2017 |title=YouTube has a new look and, for the first time, a new logo |work=The Verge |url=https://www.theverge.com/2017/8/29/16216868/new-youtube-logo-redesign-font-color-app-design |access-date=May 7, 2018 |archive-date=January 6, 2021 |archive-url=https://web.archive.org/web/20210106091346/https://www.theverge.com/2017/8/29/16216868/new-youtube-logo-redesign-font-color-app-design |url-status=live }}</ref>

Through this period, YouTube tried several new ways to generate revenue beyond advertisements. In 2013, YouTube launched a pilot program for content providers to offer premium, subscription-based channels.<ref name="subscription">{{cite news |url=https://www.bbc.co.uk/news/business-22474715 |title=YouTube launches pay-to-watch subscription channels |work=[[BBC News]] |date=May 9, 2013 |access-date=May 11, 2013 |archive-date=April 10, 2019 |archive-url=https://web.archive.org/web/20190410082148/https://www.bbc.co.uk/news/business-22474715 |url-status=live }}</ref><ref>{{cite news |url=https://www.mercurynews.com/business/ci_23184159/youtube-providers-could-begin-charging-fees-this-week |title=YouTube providers could begin charging fees this week |last=Nakaso |first=Dan |work=[[San Jose Mercury News|Mercury News]] |date=May 7, 2013 |access-date=May 10, 2013 |archive-date=March 12, 2014 |archive-url=https://web.archive.org/web/20140312084711/http://www.mercurynews.com/business/ci_23184159/youtube-providers-could-begin-charging-fees-this-week |url-status=live }}</ref> This effort was discontinued in January 2018 and relaunched in June, with US$4.99 channel subscriptions.<ref>{{cite web |title=Paid content discontinued January 1, 2018 – YouTube Help |url=https://support.google.com/youtube/answer/7515570?hl=en |access-date=April 19, 2021 |publisher=Google Inc. |archive-date=April 19, 2021 |archive-url=https://web.archive.org/web/20210419185440/https://support.google.com/youtube/answer/7515570?hl=en |url-status=live }}</ref><ref>{{cite web |last=Browne |first=Ryan |date=June 22, 2018 |title=YouTube introduces paid subscriptions and merchandise selling in bid to help creators monetize the platform |url=https://www.cnbc.com/2018/06/22/youtube-introduces-paid-channel-subscriptions-and-merchandise-selling.html |access-date=April 19, 2021 |publisher=CNBC |language=en |archive-date=March 7, 2023 |archive-url=https://web.archive.org/web/20230307214316/https://www.cnbc.com/2018/06/22/youtube-introduces-paid-channel-subscriptions-and-merchandise-selling.html |url-status=live }}</ref> These channel subscriptions complemented the existing Super Chat ability, launched in 2017, which allows viewers to donate between $1 and $500 to have their comment highlighted.<ref>{{cite news |last1=Parker |first1=Laura |date=April 12, 2017 |title=A Chat With a Live Streamer Is Yours, for a Price |newspaper=The New York Times |url=https://www.nytimes.com/2017/04/12/technology/personaltech/paying-for-live-stream-chat.html |access-date=April 21, 2018 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112011619/https://www.nytimes.com/2017/04/12/technology/personaltech/paying-for-live-stream-chat.html |url-status=live }}</ref> In 2014, YouTube announced a subscription service known as "Music Key", which bundled ad-free streaming of music content on YouTube with the existing [[Google Play Music]] service.<ref>{{cite news |last=Newton |first=Casey |date=November 12, 2014 |title=YouTube announces plans for a subscription music service |work=The Verge |url=https://www.theverge.com/2014/11/12/7201969/youtube-music-key-new-subscription-service |access-date=May 17, 2018 |archive-date=March 8, 2021 |archive-url=https://web.archive.org/web/20210308192132/https://www.theverge.com/2014/11/12/7201969/youtube-music-key-new-subscription-service |url-status=live }}</ref> The service continued to evolve in 2015 when YouTube announced [[YouTube Red]], a new premium service that would offer ad-free access to all content on the platform (succeeding the Music Key service released the previous year), premium original series, and films produced by YouTube personalities, as well as background playback of content on mobile devices. YouTube also released [[YouTube Music]], a third app oriented towards streaming and discovering the music content hosted on the YouTube platform.<ref name="Youtubered">{{cite web |last1=Reader |first1=Ruth |date=October 21, 2015 |title=Google wants you to pay $9.99 per month for ad-free YouTube |url=https://venturebeat.com/2015/10/21/google-wants-you-to-pay-9-99-per-month-for-ad-free-youtube/ |access-date=October 22, 2015 |website=Venturebeat |archive-date=March 8, 2021 |archive-url=https://web.archive.org/web/20210308075506/https://venturebeat.com/2015/10/21/google-wants-you-to-pay-9-99-per-month-for-ad-free-youtube/ |url-status=live }}</ref><ref>{{cite news |last=Popper |first=Ben |date=October 21, 2015 |title=Exclusive: An inside look at the new ad-free YouTube Red |language=en-US |work=The Verge |url=https://www.theverge.com/2015/10/21/9566973/youtube-red-ad-free-offline-paid-subscription-service |access-date=May 17, 2018 |archive-date=April 4, 2019 |archive-url=https://web.archive.org/web/20190404133500/https://www.theverge.com/2015/10/21/9566973/youtube-red-ad-free-offline-paid-subscription-service |url-status=live }}</ref><ref name="Engadget-ytmusic">{{cite web |last=Ingraham |first=Nathan |date=November 12, 2015 |title=YouTube Music isn't perfect, but it's still heaven for music nerds |url=https://www.engadget.com/2015/11/12/youtube-music-app-hands-on/ |access-date=November 7, 2016 |website=Engadget |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112022054/https://www.engadget.com/2015-11-12-youtube-music-app-hands-on.html |url-status=live }}</ref>

The company also attempted to create products appealing to specific viewers. YouTube released a mobile app known as [[YouTube Kids]] in 2015, designed to provide an experience optimized for children. It features a simplified user interface, curated selections of channels featuring age-appropriate content, and parental control features.<ref>{{cite web |first=Sarah |last=Perez |title=Hands on With "YouTube Kids," Google's Newly Launched, Child-Friendly YouTube App |url=https://techcrunch.com/2015/02/23/hands-on-with-youtube-kids-googles-newly-launched-child-friendly-youtube-app/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=February 23, 2015 |access-date=March 26, 2017 |archive-date=June 26, 2019 |archive-url=https://web.archive.org/web/20190626223616/https://techcrunch.com/2015/02/23/hands-on-with-youtube-kids-googles-newly-launched-child-friendly-youtube-app/ |url-status=live }}</ref> Also in 2015, YouTube launched YouTube Gaming—a [[video gaming]]-oriented vertical and app for videos and live streaming, intended to compete with the [[Amazon.com]]-owned [[Twitch (service)|Twitch]].<ref>{{cite news |title=Google launches YouTube Gaming to challenge Amazon-owned Twitch |work=The Guardian |first=Stuart |last=Dredge |url=https://www.theguardian.com/technology/2015/aug/26/youtube-gaming-live-website-apps |date=August 26, 2015 |access-date=September 5, 2015 |archive-date=September 6, 2015 |archive-url=https://web.archive.org/web/20150906044745/http://www.theguardian.com/technology/2015/aug/26/youtube-gaming-live-website-apps |url-status=live }}</ref>

The company was attacked on April 3, 2018, when [[2018 YouTube headquarters shooting|a shooting]] occurred at YouTube's headquarters in San Bruno, California, which wounded four and resulted in the death of the shooter.<ref name="shooting">{{cite news |date=April 4, 2018 |title=YouTube shooting: Suspect visited shooting range before attack |work=BBC News |url=https://www.bbc.co.uk/news/world-us-canada-43645812 |access-date=April 9, 2018 |archive-date=March 8, 2021 |archive-url=https://web.archive.org/web/20210308085103/https://www.bbc.co.uk/news/world-us-canada-43645812 |url-status=live }}</ref>