“We started original programming on YouTube with our subscription service YouTube Red,” says Susanne Daniels, YouTube’s original content chief, formerly a top MTV exec. “We are now offering premium programming in front of the paywall and we’ve announced a new slate of original programming that’s advertiser [supported] video-on-demand.”
Daniels says YouTube’s produced Katy Perry livestream was a big hit, with 49 million watching over four days — the most successful live stream in a day by a YouTube music star.
“I think my mission is exactly that: it’s all about premium content, both in front of and behind the paywall. There are a billion unique users on YouTube a day, it is a global platform, and it’s a really exciting opportunity to use that group of people to funnel hopefully programming that they’re excited about,” says Daniels.
That programming, she says, will figure both stars from YouTube and big names such as Kevin Hart and Ellen Degeneres, who are bringing their star-power to the YouTube platform. And Daniels says advertisers are responding positively– with Johnson & Johnson buying a show Ryan Seacrest is executive producing, called ‘Best Cover Ever.’
With this premium content Daniels says there’s no question they’re going after TV ad dollars: “There’s one bucket of money and the digital platforms, yes, are competing for TV ad dollars that were previously exclusively TV ad dollars.”