The biggest online video service in the world is turning their attention to original shows. YouTube announced this week that they were developing a number of exclusive programs involving high profile celebrities, like Ellen DeGeneres, Kevin Hart, Demi Lovato and Katy Perry, and more.
Premium video is all the rage these days, with just about every media company making a push in the space. So it should be no surprise that YouTube is working on original shows. Instead of being a free video service, the site is pushing to be a rival to DIRECTV NOW, Sling TV, and the rest.
YouTube head of original content, Susanne Daniels, said “We’re working with YouTube stars and big celebrities that we know have global appeal, advertiser appeal and are largely established on the platform.”
Of course, YouTube hopes the new content will attract high profile advertisers. One advertiser, Johnson & Johnson, has already signed on to be a part of a big project titled Best.Cover.Ever, which will be produced by Ryan Seacrest.
YouTube made their announcement about these shows at the annual Newfront presentations in New York. There, online companies introduce their latest initiatives, with a goal of convincing marketers to move ad money from TV to the web. Original programming was at the forefront, with YouTube pitching several shows they think deserve big sponsors.
Of course, many advertisers are leery of advertising on YouTube these days, mostly due to the risk of their ad appearing on offensive content. But if the site can guarantee a company their ad will appear only on a certain show, that’s another story.
Robert Kyncl, YouTube’s chief business officer, summed up their aspirations for the future by saying, “Nobody is doing it the way we are. Nobody can release originals on a global basis with the scale we have in advertising.”
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