YouTube is drastically reducing the ambitions of YouTube Originals, its creative-producing division. His boss, Robert Kyncl, announced this change in strategy with a simple message on Twitter.
Exclusive content for YouTube Premium
The objective was, initially, to enrich the subscription to YouTube Premium with exclusive content. But it is above all the absence of advertising, then access to the YouTube Music Premium service, which won over users in this formula.
Producer Susanne Daniels had been recruited for audiovisual projects to compete with the biggest streaming platforms. This department notably launched the series Cobra Kai, derived from the movies Karate Kids, before it was picked up by Netflix.
But most of the creations did not reach the expected audiences like the television series step-up, produced by actor Channing Tatum. In addition, competition has become increasingly tough with new market entrants, such as Disney+. Susanne Daniels will leave the company next March.
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YouTube Originals aren’t disappearing completely
YouTube is therefore refocusing on the external content of creators who are media as well as video game streamers, comedians, podcasters or newsletter writers.
In his message, Robert Kyncl points out that YouTube has paid more than $30 billion to the two million creators of the YouTube Partner Program over the past three years.
YouTube Originals will not disappear, but completely change scale. It will survive through educational videos for children or actions to promote diversity through the Black Voices Found.