YouTube is on its way out of the originals business: The Google-owned video giant said it is winding down its original production team after more than six years.
Earlier came the news that Susanne Daniels, YouTube's global head of original content, is leaving the company in March. Going forward, YouTube will only fund programs that are part of its Black Voices and YouTube Kids funds, Business Manager Robert Kyncl announced Tuesday.
Referring to the growth of YouTube's advertising revenue sharing partner program - which is now at the top of 2 million participants - Kyncl said "now our investments can have a greater impact on even more creators when used for other initiatives."
"We will honor our commitment to ongoing shows that have already been contracted, and creators involved in these shows should expect to hear from us directly in the coming days," Kyncl wrote in the announcement. posted on Twitter.
When it first started in originals, YouTube had planned to run on the subscription streaming industry. But within a few years, it was about - and from 2018, YouTube killed off its board of scripted TV series and movies: Several of its projects moved to other stores: "Cobra Kai" has moved on to Netflix; "On Becoming a God In Central Florida" went to Showtime; and "Step Up" was acquired by Starz.
Instead, Daniels and her team shifted to focusing on manuscript-free food in three different areas: music, celebrities, and creator-focused originals, and educational programming. Now YouTube is also ending its efforts in these areas.
Some of YouTube's most popular originals were the documentary series "Justin Bieber: Seasons"; comedy "Liza On Demand"; drama series "Cobra Kai", a sequel to the "Karate Kid" movement franchise; and an interactive series of YouTube game vlogger Markiplier. On the music front, YouTube's originals have included projects featuring Alicia Keys, Demi Lovato, Camilo and Lewis Capaldi, as well as "Released," a weekly new music program. The lineup also included live-streamed concerts featuring Taylor Swift, Coldplay, Paul McCartney and Andrea Bocelli.
Last fall, YouTube debuted Will Smith's "Best Shape of My Life," a series without a script following his recent fitness journey. The unveiled YouTube Originals board also included shows and specials featuring Kevin Hart, Paris Hilton, MrBeast, Lele Pons and Bretman Rock, as well as the documentary "Life in a Day 2020" from director Kevin Macdonald and executive producer Ridley Scott.
Clear Kyncl's full announcement of the shutdown of YouTube's original strategy:
An update on YouTube Originals:
In 2016, we created YouTube Originals, a department within YouTube dedicated to amazing new programming with our creators and led by industry veteran Susanne Daniels. As Global Head of Originals, Susanne and her team created an international array of award-winning programs that collectively garner billions of views, shed light on incredible creators, important social topics, and introduce YouTube to new audiences. In short, the YTO played an integral role in the growth of YouTube's creative economy.
Today, there are over 2 million creators in YouTube's affiliate program, and our creative community has never been more successful: We have paid more than $ 30 billion. USD to creators, artists and media companies over the last three years.
But with rapid growth comes new opportunities, and now our investments can make one greater impact on even more creators when used for other initiatives, such as our creator Shorts Fund, Black Voices Fund and Live Shopping programming to name a few. Separately, Susanne has decided to leave YouTube and her last day will be March 1st. I would like to thank you for her vision, creativity and leadership.
Taken together, these factors contributed to our decision to reduce our YouTube Originals board. Walks in the future, we will only fund programs that are part of our Black Voices and YouTube Kids funds. We will honor our commitment to ongoing shows and creators who are involved in these shows should expect to hear from us directly in the coming days.
Finally, I would like to thank you, the creators, for collaborating with us to create innovative and inspiring stories and look forward to developing your business on YouTube and beyond.