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Youtube Is the Ultimate Destination for Kids on the Internet. How Susan Wojcicki Plans to Keep Them Hooked by Belinda Luscombe

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Youtube Is the Ultimate Destination for Kids on the Internet. How Susan Wojcicki Plans to Keep Them Hooked by Belinda Luscombe YOU TUBE’S VIEW MASTER YouTube is the ultimate destination for kids on the Internet. How Susan Wojcicki plans to keep them hooked By Belinda Luscombe The CeO Of YOuTube cannot stand up. She keeps falling to the mat like a cat off a ceiling fan. Or a guy cannonballing into what turns out to be solid ice. Her helmet is awry. Her trousers have slipped to plumber level. A bunch of YouTube employees are watching their boss, Susan Wojcicki, 47, take on the “Melt- down,” which is like a large blow-up kiddie pool with a big foam propeller rotating in the middle that people are supposed to duck or leap over. Wojcicki has mastered the duck but takes a pummeling when she tries the leap. The Meltdown, along with a bouncy castle, a slushy machine, some jumbo-size board games, oceans of red candy and a DJ, has been installed in the back of YouTube’s blocky California offices so the company can celebrate 10 years of helping people make a spectacle of themselves, which Wojcicki would be doing right now, except nobody cares. This is a bit of a nerd crowd; if she were to fail on the giant chess set installed in the office foyer, now that would be embarrassing. Wojcicki (Wo-jiss-ki) is at the helm of YouTube at a time 70 Time September 7–14, 2015 TIME LEFT PAGE STORY SLUGS: SEQUENCE: DESIGNER: GUIDE#: REMARKS: ISSUE DATE: SECTION: Wojcicki at YouTube’s San Bruno, Calif., offices, where the rooms are named after Internet memes PHOTOGRAPH BY IAN ALLEN FOR TIME 71 TIME RIGHT PAGE STORY SLUGS: SEQUENCE: DESIGNER: GUIDE#: REMARKS: ISSUE DATE: SECTION: when almost every female executive to crotch-injury videos. But they can also of a big technology company is a cause see protests from Tahrir Square or hear célèbre, often for making significant con- directly from ISIS on their phones. Con- tributions to the national discussions According to a sider this: almost everybody now agrees around feminism and work-life balance. that police sometimes use unwarranted People far outside Silicon Valley know, for 2014 survey, 66% violence against African Americans. Two instance, how much (or little) maternity of kids visit years ago that wasn’t true. Online video— leave Yahoo CEO Marissa Mayer took in and specifically YouTube—did that. 2012 to have her first baby. And many a YouTube daily, One of the ways Wojcicki (rhymes nontechie’s shelf holds a signed copy of including 72% of with “the whiskey,” if you’re still having Facebook COO Sheryl Sandberg’s 2013 trouble) has avoided public scrutiny is by best seller Lean In, a call for women to do 6-to-8-year-olds being deeply unflashy. She’s not charis- what it takes to become business leaders. matic, like Sandberg, or forceful, like IBM But the fanfare around Wojcicki is chief Ginni Rometty. Her defining quality more muted. When she took over You- It has more American viewers ages 18 to appears to be pragmatism. She eschews Tube in February 2014, the New York 49 just on mobile than any cable network. the trappings commonly associated with Times ran a photo of her sister Anne Revenue increased by an estimated $1 bil- power, wearing light makeup and modest by accident. “They actually had a pic- lion last year. (Google is coy about prof- heels, driving sensible cars (an SUV and a ture of both of us, and they cut me out,” its.) The site is available in 61 languages. minivan) and living not far from her par- says Wojcicki, smiling. “I will say Anne It has a million advertisers. ents’ home in Stanford, Calif. Her office thought it was great.” And more than ever, YouTube is the is large but unglamorous. Her answers to This is all the more unlikely because ultimate destination for kids logging on questions are direct. of her colorful pedigree: Google, which to the Internet. It pretty much owns kids’ That few people can name the woman bought YouTube for $1.65 billion nine eyeballs at this point. One of its core de- running arguably the most important years ago, was started in Wojcicki’s ga- mographics is 8 to 17 years old. According new-media business in the world may be rage. She was its 16th employee. She has to a 2014 survey of 6,661 kids and their an anomaly or by design. Either way, it’s five kids with her husband (also a Google parents by youth researchers Smarty worth spending time with her because employee). Her dad escaped Poland at the Pants, 66% of children ages 6 to 12 visit we’re all subject to the increasing impact age of 11 by hiding in a ship’s coal bin. Her YouTube daily, including 72% of 6-to-8- of her content. And the pressure of how mom is close personal friends with James year-olds. When Variety asked a bunch to direct that power is only going to grow Franco. Her sister is recently divorced of teens to choose their favorite stars in the coming year. from Google co-founder Sergey Brin, among 20 names, the top five were all On Aug. 10, Google announced it was meaning Wojcicki more or less works for from YouTube. renaming itself Alphabet and creating her ex–brother-in-law. That’s just the data. Less quantifiable a conglomerate of subsidiaries to pur- Then there’s the hydra she’s in charge is the way YouTube’s free, searchable, sue wide-ranging ventures from delivery of. YouTube is now the world’s third mobile, all-you-can-see video buffet has drones to self-driving cars. That means most popular online destination. Of the changed the way we navigate the Internet YouTube, which will remain a part of a (7) YOUTUBE 3.2 billion people who have Internet ac- and thus understand what’s happening. subsidiary of Alphabet called Google, will cess, more than 1 billion watch YouTube. Yes, people now have unfettered access become even more vital to the search gi- The YouTube culture economy In just a decade YouTube has become a launching ABBI JACOBSON PEWDIEPIE JUSTIN BIEBER AND ILANA GLAZER pad for careers in new The most followed YouTube The “All That Matters” singer The comedy duo posted two and mainstream media personality posts videos of has YouTube to thank for his dozen episodes of their series alike. Here’s a closer look himself playing games and meteoric rise: his manager Broad City on YouTube starting at the channels and stars making commentary; last first discovered his amateur in 2010; now it’s a program on launched by the site year he took home a reported singing on the platform and Comedy Central. $7 million in ad revenue. quickly signed him. Subscribers: 50,000 Subscribers: 38.9 million Subscribers: 12 million 72 Time September 7–14, 2015 TIME LEFT PAGE STORY SLUGS: SEQUENCE: DESIGNER: GUIDE#: REMARKS: ISSUE DATE: SECTION: ant’s bottom line. That will put Wojcicki’s science class until college. In high school, The most jealous kid you ever met.” Di- pragmatism to the test. she considered herself bad at math. rectness seems to run in the family. Her parents were both educators: The only tiny rebellious act the el- When WOjCiCki and her two sisters Stanley Wojcicki taught physics at Stan- dest Wojcicki daughter ever committed, were growing up on the Stanford Uni- ford, and his wife Esther is a highly re- according to Woj, was to move to India versity campus, they lived next to the garded high school teacher in the Bay after finishing Harvard, to be a photog- Dantzigs. George Dantzig created the Area, where she’s known as Woj. Woj is rapher, covering the Gulf War–inspired simplex method, an algorithm used for not a woman to leave people guessing anti-American protests there. That was linear programming, considered one of about her opinions. Wojcicki remembers, followed by an economics degree and the top 10 algorithms of the last century. with a fond cringe, her mother’s loud and colorful part-time jobs for firms as varied (The scene in Good Will Hunting in which official complaints about the quality of as garbage companies and tech- finance Matt Damon’s character solves a vexing education at her school, which eventu- startups. She decided she preferred the math equation on the board is based on ally led to Woj’s creating a well-regarded startups. Her friends Sergey Brin and an incident in his life.) Dantzig also grew journalism program. She has co-written a Larry Page asked her to join Google, as lemons. At a young age, the Wojcicki book about it (with a foreword by Franco) marketing manager, when it still had no sisters used to pick the fruit and sell it called Moonshots in Education. marketing budget. And she was preg- door-to-door for 5¢ each. “People called According to Woj, Susan was a model nant. But she jumped. As her sister Janet us the Lemon Sisters. They thought it was child, a great student and a hard worker learned years ago, there’s no mistaking a great deal,” says Wojcicki. “We thought and never went through a rebellious her drive to win. it was a great deal too.” phase. “She was boring like that,” re- Similarly, when Page mentioned the The parallels with her current job are calls her mother. This character assess- opportunity at YouTube, she went after hard to miss. Wojcicki brings something ment seems rosily colored by parental it straightaway.
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