YouTube has announced plans to produce a raft of original programming beginning this year, as the Google-owned video site moves to counter the rising tide of premium streaming services like Netflix, Amazon, and Hulu.

The difference in YouTube's approach to original content is that its shows will be free to view on its website and apps through an ad-supported format, rather than being tied to the company's ad-free $9.99 YouTube Red subscription service.

youtube logo
The company will make a multi-million dollar investment in more than 40 original shows and movies in the next year, according to sources who spoke to Bloomberg. YouTube hopes that high-profile stars will feature in the content and that this will in turn attract bigger advertisers to sponsor the programming.

"We're working with YouTube stars and big celebrities that we know have global appeal, advertiser appeal and are largely established on the platform," Susanne Daniels, YouTube's head of original content, said in an interview.

YouTube has signed up comedian Kevin Hart and TV host Ellen DeGeneres as its first two high-profile celebrities. Hart's show will be a workout-based series, while DeGeneres' program will give fans a peak backstage into the making of her talkshow.

Katy Perry and Demi Lovato also announced behind-the-scenes shows with YouTube, while TV and radio personality Ryan Seacrest confirmed his involvement in a music competition called "Best.Cover.Ever", which will debut on the site later this year.

YouTube's original content plans were announced at the annual digital NewFronts conference in New York on Friday.

Tag: YouTube

Top Rated Comments

KieranDotW Avatar
57 months ago
Sounds like a complete bastardization how youtube's original purpose: original content from everyday people. YouTube was never meant to be a place for a-list celebrities, nor were its users supposed to attain celebrity status
Score: 8 Votes (Like | Disagree)
masochist Avatar
57 months ago
For those of you saying it'll flop: you're not the target audience. The target audience is the person who watches cable TV, all day, every day. The person who cares about celebrity gossip (it's inconceivable to you and me, but people like that exist). There are surprisingly many people like that; tabloids and celebrity news TV networks wouldn't be in business if there weren't. That's who this is targetting, not the person watching House of Cards.
Score: 4 Votes (Like | Disagree)
newyorksole Avatar
57 months ago
Sounds like a complete bastardization how youtube's original purpose: original content from everyday people. YouTube was never meant to be a place for a-list celebrities, nor were its users supposed to attain celebrity status
Things change... No person or company stays the same. This is nothing new.
Score: 3 Votes (Like | Disagree)
T Coma Avatar
57 months ago
Well it *is* YouTube, so at least we know they'll maintain that committment to a well-balanced variety of opinions, politically and otherwise. I mean, other than restricting whatever they tell us is "dangerous," of course. :rolleyes:
Score: 2 Votes (Like | Disagree)
6836838 Avatar
57 months ago
YouTube is too heavily censored now. It's all about bitchute now.
Score: 2 Votes (Like | Disagree)
jacksmith21006 Avatar
57 months ago
They have over 1 billion hours of content viewed each day and over a billion active users. But the 1 billion is a 100% YoY growth over 2015. Which is an acceleration.

With this user base only makes sense to create their own content. They also have a ton of data to figure out what to produce.
Score: 2 Votes (Like | Disagree)

Top Stories

affinity designer contour tool

Serif Updates Affinity Photo, Designer, and Publisher With New Tools and Functions

Thursday February 4, 2021 1:58 am PST by
Serif today announced across-the-board updates for its popular suite of Affinity creative apps, including Affinity Photo, Affinity Designer, and the Apple award-winning Affinity Publisher for Mac, all of which were among the first professional creative suites to be optimized for Apple's new M1 chip. "After another year which saw record numbers of people switching to Affinity, it's exciting to...
studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
maroon5memories

Apple Collaborates With Maroon 5 to Add 'Memories' Song to Photos App

Wednesday September 25, 2019 12:02 pm PDT by
Apple has teamed up with Maroon 5 to add the group's new song "Memories" to the Memories feature in the Photos app, allowing it to be used for photo slide show creations, reports Billboard. "Memories" will be available as a soundtrack option for a limited time and it is available to iPhone and iPad users running the latest iOS 13 and iPadOS software. Memories in the Photos app are created ...
qualcomm snapdragon x60 5g

iPhone 13 Lineup Expected to Use Qualcomm's Snapdragon X60 Modem With Several 5G Improvements

Wednesday February 24, 2021 8:10 am PST by
Apple's next-generation iPhone 13 lineup will use Qualcomm's Snapdragon X60 5G modem, with Samsung to handle manufacturing of the chip, according to DigiTimes. Built on a 5nm process, the X60 packs higher power efficiency into a smaller footprint compared to the 7nm-based Snapdragon X55 modem used in iPhone 12 models, which could contribute to longer battery life. With the X60 modem, iPhone...
iPhone 13 Wi Fi 6E feature update

Wi-Fi 6E Explained: What It Could Mean for iPhone 13 and Beyond

Monday August 2, 2021 8:00 am PDT by
The iPhone 13 is widely expected to come with Wi-Fi 6E capabilities, and while it may seem rather nuanced to the average consumer, with only improved speeds and being "up to date" in the realm of Wi-Fi technology, it's actually a fairly significant improvement, laying the groundwork for much of what we know the future holds. To truly understand Wi-Fi 6E, MacRumors sat down for an exclusive...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived in October 2020 in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone...
m1 imac orange

New iMac Tidbits: Headphone Jack on Side, Ethernet Port on Power Adapter, Spatial Audio and WiFi 6 Support, No SD Card Slot

Wednesday April 21, 2021 6:38 am PDT by
Apple yesterday announced a completely redesigned 24-inch iMac with the M1 Apple silicon chip. The new iMac, the first major redesign of the Mac desktop computer since 2012, has several changes compared to the previous generation. In the aftermath of the event, a few new features and tidbits may have slipped under the radar, so we’ve compiled this list of some of the less-talked-about...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...