Out with the old, in with the new! Back in August, word got out that YouTube would be cutting funding to some of the less successful new channels that they had invested in as part of their original channels initiative. It looks like the time has come to weed out the channels that aren’t performing as well. Over the next few weeks, 30 − 40 percent of the original channels will be notified of continued funding, while the rest will, as Michael Learmonth of Ad Age puts it, “quietly go away.”
Since YouTube invested in and began rolling out a slew of nearly 100 new content channels last year, viewers and analysts have been trying to determine whether or not the new original content initiative has been a success. In a post that went up on the YouTube blog last night, Global Head of Content Robert Kyncl reveals not only that the new original channels are thriving, but also that YouTube is preparing to go global with the initiative, launching 60 new channels in France, Germany, the UK and the US.
When YouTube announced their foray into original content nearly a year ago, nobody was sure what to expect. What would the channels and content be like? How would they perform? Nine months after the first original channels hit the video sharing site, YouTube Head of Content Strategy Jamie Byrne reports that the original channels are on par to be “the next great media brands.”
This year YouTube has invested in and rolled out around 100 new original content channels. It’s no surprise that some of the new original channels have fared better than others, and YouTube is preparing to weed out some of the channels that aren’t performing so well and invest their money in new, more successful content.