YouTube plans programming drive

YouTube has revealed plans to increase its original content by investing in new programming and formats from some of the most popular stars on its online service.

The US-based online video giant started investing in original channels and producers in the US in 2011 and expanded that to Europe in 2012 but now intends to support show development in a bid to ensure creators remain on the Google-owned platform.

Alex Carloss, head of YouTube originals, wrote in a blog post that the firm “feels the time is right to make another important investment in our creators.”

He said: “That’s why we’ve decided to fund new content from some of our top creators, helping them not only fulfill their creative ambitions but also deliver new material to their millions of fans on YouTube.”

Details of the investment have not been revealed but more than US$100m has already been invested in performers to create their own YouTube channels. The new initiative could see YouTube talent paired with experienced Hollywood producers to craft their content, according to reports in the US.

Carloss added: “As any creator will tell you, making compelling new content isn’t easy, and we expect to learn a lot through this process. We’ll experiment with new formats and ideas. We’ll get our hands dirty. We’ll make some mistakes. Together, we’ll (hopefully) create some fantastic new content on YouTube.”

It’s the latest content drive from the firm, which has created YouTube Spaces in LA, Tokyo and London to provide producers with equipment. It intends to open a new hub in New York, and also plans to increase marketing and advertising campaigns for some of its creators outside of the US, including in the UK, France, Germany and Brazil.

The investment is also part of YouTube’s plans to bolster its presence online but could affect multichannel operators such as Maker Studios, which was recently bought by The Walt Disney Company for US$500m, by persuading creators to become independent.