YouTube unveils 60 new content channels

YouTube‘s original content play is only just beginning. In March, YouTube global head of content Robert Kyncl told us to expect more investment. On Monday, Google announced that 60 more original channels are coming, backed by a fresh $200 million investment by YouTube. Unlike the first 100, the new round is focused more on foreign […]

YouTube‘s original content play is only just beginning.

In March, YouTube global head of content Robert Kyncl told us to expect more investment. On Monday, Google announced that 60 more original channels are coming, backed by a fresh $200 million investment by YouTube. Unlike the first 100, the new round is focused more on foreign TV formats and properties, but it also includes some additional channels from current partners such as Vice and Everyday Health.

The new round of investment is another vote of confidence in the strategy led by Kyncl, who said 25 of the first 100 originals now average 1 million views a week. That’s small by YouTube and certainly by TV standards, but a decent start for brand-new properties on a dial as crowded as YouTube, where thousands of “channels” and series compete for attention.

More importantly, YouTube head of content strategy Jamie Byrne said 25 of the first 100 originals have more than 100,000 subscribers. A channel subscriber is much more likely to be a repeat viewer, which is what YouTube is trying to achieve through its “channel” experiment.

The real test is whether the channels are leading to any incremental new advertising coming into YouTube, and there the jury is out. Dance On, one of the early channels backed by Madonna and manager Guy Oseary, just signed its first major sponsor, Ubisoft, after launching last spring. But YouTube’s originals still include a lot of house ads for YouTube; it’s less common to see the kind of brand spots that the effort was supposed to attract.

AdAge has been watching and ranking all the new channels on our YouTube Original Channel Tracker at AdAge.com/youtube and will add the next 60 to watch how they do.

The TechFeed channel from Discovery’s Revision3

To read the original story in Advertising Age, click here.

Media Articles

Social Scanner: Hootsuite celebrates Halloween

Plus, Taco Bell goes dark on social and Chevrolet embraces its slip up

PMB and NADbank merge

New entity promises enhanced data, reduced costs

6 takeaways from the Brightroll Video Summit

Panelists covered everything digital, video and mobile

Bell Media launches video streaming service

"Project Latte" will include the entire HBO scripted off-air library

Toronto Crime Stoppers shed light on contraband tobacco

Public awareness campaign asks citizens to take action

UPDATED: Rogers and Vice Media enter $100-million partnership

Media companies to produce Canadian-focused content for mobile, web and TV

A revisionist’s recent history of TV and internet advertising (Column)

Traditional TV has done a poor job of defending itself against false perceptions that ad spend is shifting dramatically. The danger is these perceptions can lead marketers to invest against that change, making it a reality

Digital magazine readership on the rise: PMB

Digital readership increases by more than 50% in the past year

Nearly half of Canadians read a newspaper each day: NADbank

Digital-only readership is just 11%, but growing among younger demographics