YOUTUBE ORIGINALS IN 2019
https://digitalmarketingjournal.weebly.com/blog/youtube-originals-in-2019
YouTube has been a platform sensation throughout the years and has now been working on some changes, which includes taking out the Originals from the Paywall in 2019. Up until recently, only users with the Premium YouTube service subscription can view its original programming features, which is only available to 29 countries. This update is part of the platform’s strategy to shift to celebrity and creator-driven content. What is the update about? Last week, YouTube made an announcement about its original programming to run its platform on free ad-support of 2 billion users. Some programs will retain the subscription-based option while this new update is a work in progress. But what this ultimately means is they will expand the audience of their Original YouTube creators and provide advertisers with great content that reaches the YouTube generation. Aside from expansion, this also leads to new sponsorship opportunities and new inventory that may become available in Google Preferred, which is an advertising program that allows marketers to buy ads upfront via YouTube’s top-performing channels. In other words, the company’s decision in making this transition is supported by Google Preferred in a better way. In addition to that, the previous service turns out to be an experimental strategy. Advertisers have asked for programming that is adfree. It just so happened that in the last few years, and according to YouTube’s Chief Business Officer Robert Kyncl, their primary goal in putting up the YouTube Premium service was to get more subscribers attracted with the service. Eventually, they realised through experimentation that making the program free to users will help them make a lot of projects work well, and apparently, more inventory. While these changes signal a new phase for YouTube to gain more premium inventory options, this is also in favour with regular users who are YouTube aficionados and frequent visitors. The company no longer considers any pullback, and it’s a win-win situation for both sides anyway. As a fellow YouTube patron, it’s exciting to see how these changes will take place next year and what the outcome will be.