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—The Warner Sound, for instance, has racked up over 9.1 million views in the last week alone, while the Tutele Dos channel has only racked up a total of around 51,000 views—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.
According to Claire Atkinson of the New York Post, YouTube “is now looking to cut some of the less successful channels from its game plan.” One source said, “They’ll cull the herd and work with the best.”
What exactly “the best” will be comprised of is, as of yet, unclear. Will it be the channels racking in the most views? Or will YouTube be looking at time spent on site—a new focus that YouTube has been touting this summer.
Eric Meyerson, head of creator marketing communications, wrote in a blog post on the YouTube Creator blog earlier this month that, “Over the past few months we have made some changes to YouTube to encourage people to spend more time watching, interacting and sharing with the community.” To this end, it’s likely that when YouTube decides which original channels to keep, and which to cut, they’ll likely be looking at data like time spent on channel and engagement over just plain views.
Regardless of how they are going to choose which channels will remain in the program and which will be added, it looks like going forward they are going to be a little more serious about targeting in on content they know will be a hit. Atkinson writes, “One person familiar with YouTube’s 2.0 strategy said the site was moving from a shotgun approach to more of a sniper approach. The next phase will also include $200 million for online ads to promote the channels.”
Interested in checking out how the current original channels are doing? We recommend taking a look at Ad Age’s YouTube Original Channel Tracker.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.