Tech

YouTube (mostly) abandons its original content ambitions


YouTube is supporting more stay away from original products. Sales Manager Robert Kyncl has disclosure that YouTube is scaling back its Originals program. From now on, the unit will only sponsor projects within the Black Voices and YouTube Kids fund. The company will honor commitments to ongoing shows, but you shouldn’t expect other new products.

The company is making the change due to a combination of strategy and major departures. YouTube believes it can have a “greater impact” on creators by Sponsor Shorts, the Black Voices Foundation and Direct Shopping. At the same time, Originals global lead Susanne Daniels is leaving YouTube on March 1. In other words, now could be a prime opportunity to rethink the show.

The change is not a shock. YouTube originally had ambitions to compete with paid streaming services like Amazon Prime Video and Netflix with shows like Cobra Kai. While it enjoyed some success, it posed no significant threat and eventually made Originals free. New strategy allows YouTube to fund more creators while giving it a better chance of competing with TikTok, Instagram and other short-form video competitors.

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