With its clearest play to tap a greater pool of engaged users, YouTube is going directly after traditional television advertising dollars with 40 new programs created exclusively for the platform. Earlier this week, YouTube’s chief business officer Robert Kyncl announced that celebrities such as Kevin Hart, Ellen DeGeneres, Ryan Seacrest and Demi Lovato are creating shows.
While around a half a dozen of the star-studded shows will be supported by brand sponsorships, more than 30 others will be on YouTube Red, the subscription portion of the platform. Most of the YouTube Red shows will be created by YouTube influencers rather than by mainstream celebrities.
This move demonstrates that at a time when big social platforms – including Facebook and Twitter – are adopting Live Streaming, as well as and celebrity & media distribution networks, in a bid to improve their offering and to keep users engaged, Google owned YouTube is positioning itself to follow suit and compete.