Google Inc. wanted YouTube to generate more income so it appointed executive Susan Wojcicki as its new head.
The Google-acquired video-sharing site is believed to make billions of dollars in its annual revenue through its video advertisements and other promotions. However, it seems like the company wanted more.
"It's one of the biggest traffic sources on the Internet, so it makes sense to want to try to monetize the best they can," said Needham & Co analyst Kerry Rice to Reuters.
In a step to do such, Google replaced YouTube's current CEO Salar Kamangar with Wojcicki, senior vice president of ads and commerce, effective immediately.
"Like Salar, Susan has a healthy disregard for the impossible and is excited about improving YouTube in ways that people will love," said Google CEO Larry Page in a statement.
Aside from boosting its video business, the replacement also represents the latest change to the search giant's top properties applied by Page.
Wojcicki has witnessed the start of Google when she allowed Page and Sergey Brin to setup the company's first office in her garage. She is said to be a part of Page's inner circle of top managers called the "L" Team. Her first project as the new CEO of YouTube will be the implementation of the update of the popular video portal by adding professional-grade video programs to its wide collection of amateur, home-shot videos. This update will pave way for the company to get a bigger fraction of the total accumulated expenditures on U.S. television advertisements, which is approximately $70 billion.
According to a previous report of The Information, Kamangar, who is the second CEO of YouTube, will not be leaving the company. He may possibly take a seat in the company's in-house venture capital arm. Pretty much similar to what happened with Andy Rubin, former head of Android mobile software group, who now heads a secretive group creating robots.