It is saddening to hear about the end of YouTube Originals. Robert Kyncl, YouTube’s Chief Business officer, made the announcement recently. Based on recent video performances and trends, YouTube’s original series dimmed because of the rise of Disney and Netflix.
YouTube Originals was spearheaded by Susanne Daniels in 2015. For 6 years, it housed premium content like Cobra Kai and the programs of Demi Lovato, Ellen DeGeneres, Kate Perry, and Kevin Hart. They are available among YouTube Red subscribers for a monthly fee of $9.99. Later on, they were turned into free and regular content as they split between YouTube Premium and YouTube Music. Susanne is set to leave YouTube. That is why the platform opted to end YouTube Originals.
Alternatively, YouTube will be pushing the content for Black Voices and YouTube Kids. It will also concentrate on the Shorts and YouTube Partnership Program, with now a total membership of 2 million creators.
Implications for Marketers:
The end of YouTube Originals is a clear indication of the change in digital marketing. Marketers need to be flexible enough in their approaches and strategies to keep up with social media platforms like YouTube.