Alex Okosi has been appointed the Managing Director of Emerging Market for YouTube for Europe, Middle-East and Africa (EMEA). The role will see Okosi take control of YouTube’s business and partnership teams in emerging markets.
‘Empowering creators and elevating value’
In taking up the challenge, Okosi will be responsible for high-profile emerging markets that include Russia, the Middle-East and Sub-Saharan Africa. Okosi said:
“YouTube is a game-changing platform that plays an increasingly important role in our lives today through the dynamic content and innovation that it delivers. I am very excited to be joining Cecile’s leadership team to continue empowering creators and elevating value for viewers and partners across the region.”Alex Okosi, on his new role as Managing Director of Emerging Market for YouTube for Europe, Middle-East and Africa (EMEA)
YouTube has yet to fully capitalise on the potential within emerging markets despite engaging in long-term investment in these regions.
The introduction of YouTube Premium and more importantly, YouTube Music will only offer further opportunities for creators.
Last year Google committed to assisting Nigerian music artists to utilise YouTube better to improve their brand, fanbase and exposure.
YouTube is uniquely capable of breaking down geographical borders and allow artists from emerging markets to gain access to the worldwide market.
Interestingly, according to YouTube, 70% of the views that the top 25 Sub-Saharan African received on YouTube came from viewers from other continents.
Russia will also be a key focus for YouTube as the region is one of the fastest-growing markets worldwide. In the previous 12 months, the number of Russian YouTube channels with more than 1m subscribers increased by 70%.
Okosi will be looking to leverage his experience in the television industry to promote best the wealth of undiscovered talent coming from emerging markets.
Okosi has previously held the role of Executive Vice President and Managing Director for Viacom/CBS Networks and BET International.
Cécile Frot-Coutaz, Head of YouTube EMEA said she looks forward to welcoming Alex to the EMEA leadersship, adding that he brings a wealth of experience in the content industries. She said:
“[He] has a track record for building businesses and audiences in established and new markets. Alex will be leading our existing teams in Russia, Sub Saharan Africa, Turkey, the Middle East and North Africa to drive further expansion in these key markets.”Cécile Frot-Coutaz, Head of YouTube EMEA