With the aim of attracting consumers to its paid subscription service, scripted series and other original programming is being created by Alphabet Inc’s YouTube for some of its international markets which include France, Germany, Japan, Mexico and India, according to company sources quoted in the media.
Susanne Daniels, YouTube’s global head of original programming, said in an interview that this new programming will be comprised of a number of genres like musical documentaries, reality series, talk shows and scripted series. The programs would be first created in the local languages of the markets and then subtitled or dubbed for other international markets.
The monthly subscription service of YouTube which was earlier known as YouTube Red and now known as YouTube Premium will have some of the programming. YouTube’s free service will have the other content for accessing but will come with advertising.
“We are targeting markets where we believe we have a tremendous upside in potential subscribers,” Daniels said. The company has already launched some original shows in South Korea and one in India. Daniels said that the Indian show about cricket is in Hindi, called “UnCricket”, and it has performed “beyond expectations”.
Subscriptions have been boosted by a reality show starring South Korean pop band Big Bang, Daniels also. Customers from outside Korea comprised 50 per cent of those subscribers, Daniels said.
She said that the company would release more details about the new international programming in the coming weeks.
Investments for programming in local language for local online audiences throughout the world is also being made by the likes of Netflix Inc and Amazon.com Inc and this new service from YouTube will have to complete with these services.
The premium service of YouTube was the first platform where the company had launched its first original shows in 2016. Those programs began with a series from some of most popular video creators of the platform.
Later on a series of children’s shows that included Emmy-winning “Fruit Ninja Frenzy Force” and programming from Hollywood stars were later added to it by the company.
Daniels said that currently the company has no plans for more original children’s programming. She said that younger audience is served by the YouTube Kids app and added that at this moment, the company is of the view that children content would be able to draw in more subscriptions to YouTube Premium.
(Adapted from CNBC.com)