YouTube increases its focus on creators.
what you need to know
- YouTube’s global head of original content has announced his departure.
- Going forward, the company will focus less on YouTube Originals and more on creator money.
- YouTube will continue to invest in Shorts, Black Voices, Live Shopping, and more.
YouTube is changing the way it handles content as Originals global head Susanne Daniels prepares to leave the company in March.
On Tuesday, YouTube’s chief commercial officer, Robert Kyncl, announced plans to “reduce our YouTube original content.” Instead, the company will focus on helping creators through programs like its Black Voices and YouTube Kids Fund.
“Today, with over 2 million creators in the YouTube Partner Program, our creator community has never been more successful: we’ve paid creators, artists, and media companies over $30B over the past three years.” Kyncl said in a statement released to Twitter.
“However, with rapid growth bringing new opportunities, our investments can now have a greater impact on more creators applied to other programs, such as our Creator Shorts Fund, Black Voices Fund and Live Shopping program, etc.”
Kyncl said YouTube will deliver on its current commitment to Originals programming, and creators involved will hear directly from the company soon.
YouTube Originals launched in 2016 as a way for the platform to compete with Netflix and others, which continue to see a surge in paying subscribers. Content is accessible through a YouTube Premium subscription, making viewers more motivated to subscribe.
Over the years, YouTube Originals have become popular for content like “Cobra Kai,” “Step Up,” “Justin Bieber: Seasons,” and more. That being said, many shows (such as “Cobra Kai”) have taken refuge on other platforms as YouTube moves from scripted programming to other platforms, which seems like a huge loss considering the popularity of the content.