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Youtube

YouTube to invest in professionally produced content

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By The Drum Team, Editorial

April 7, 2011 | 2 min read

YouTube has announced plans to create around 20 premium channels offering professionally produced content in a bid to convince users to linger a little longer on the video hosting site.

The channels will introduce around five to ten hours of original programming each week, as the service positions itself as a provider of online videos watched via traditional televisions.

In order to convince advertisers that it can reach a broader, more affluent, demographic the site is to invest $100m in procuring low cost content designed specifically for online display and highlighted from the homepage.

In doing so Google, YouTube’s parent, hopes to fill the gap between home video and fully fledged TV shows, particularly as rivals such as Netflix and Hulu look to eat into the video sharing sites once unassailable dominance.

The changes are likely to be phased in over time with the first new content appearing before the year is out.

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