Revising its strategy to reach a wider audience
The big picture: YouTube tried for years to compete with heavyweights
Netflix, Hulu and Amazon but seemingly wasn't able to loosen their
collective grip on the original content industry. Now, it's shifting
strategies to cater to a wider audience.
YouTube is shifting strategies with regard to its approach to original
programming. By 2020, YouTube’s original content will be available for
free to all users.
The move, which comes three years after launching its paid subscription
service, means YouTube’s original content will be available to an even
wider audience. YouTube is calling the strategy its “Single Slate” as
it’ll combine ad-supported and subscription programming into a single
initiative.
That’s right, the paid Premium service (formerly YouTube Red) isn’t
going away. Initially, some original programming like season two of The
Karate Kid spin-off Cobra Kai will remain behind the paywall. Free users
may have staggered access to original programming while paying members
will get binge-ready helpings. Premium members may also get access to
extended cuts of films.
In related news, The Hollywood Reporter also claims that YouTube will
scale back its scripted output starting in 2020. One source called the
pullback a “serious budget reduction.” A producer briefed on the matter
said other platforms have had traction with scripted but YouTube doesn’t
feel like there’s an opening for them.
YouTube chief business officer Robert Kyncl, however, said it’s far too early to tell something that decisive.
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