How Advertiser Demand & SVOD Saturation Inspired YouTube‘s New Ad-Supported Programming, Says Kyncl
“With significantly more content coming to subscription services, that shift is accelerating. So we see these shows as a way for us to partner with you to buck this trend.”
A year into YouTube’s push for subscriptions to premium music and video streaming service YouTube Red and the company has pulled a surprising left turn — to advertising. While many might think the driver for the move was a result of disappointing numbers for YouTube Red, advertiser demand and the saturation of the SVOD market actually inspired the company to build a slate specifically for media buying.
At last night’s Newfronts presentation, or “Brandcast” as YouTube calls it, the company revealed a slate of 5 new unscripted series from the likes of mainstreamers Ryan Seacrest, Ellen Degeneres, Demi Lovato and Kevin Hart, as well as a special live event with Katy Perry. YouTubers Rhett & Link and The Slow Mo Guys received series orders as well. It also announced that the first major buyer on board was Johnson & Johnson. (full list of series titles/descriptions below)
“Five years ago, 85 percent of all original series were ad-supported,” said Chief Business Officer Robert Kyncl from the stage at the Javits Center. “This year, that number has fallen to just over two-thirds. And with significantly more content coming to subscription services, that shift is accelerating. So we see these shows as a way for us to partner with you to buck this trend.”
The business has relied on its premium offering — Google Preferred — to serve as a brand-safe alternative to media buying across YouTube proper. And from the presentation, YouTube reitered its broad offering across veritcals like music, sports, entertainement and specific creator channels to advertisers.
And starting this Summer, advertisers can buy against series just as easily as they can veritcalized offerings within Google Preferred.
“The momentum of Google Preferred has been incredible. We’ve expanded to 20 countries around the world and we now have hundreds of advertisers — in fact, their number has grown by nearly 3x. We’re thrilled to announce that we’re partnering with some of the biggest names in entertainment on new original shows that will give brands an opportunity to appear alongside them.
VideoInk Patrons / Members will receive exclusive audio and video from the 2017 Newfronts.
New Shows Announced (via Press release):
LOGLINE: Best.Cover.Ever., from Ryan Seacrest Productions and Endemol Shine North America, is a cutting-edge talent competition series hosted by Grammy Award-winner Ludacris where cover artists from across the globe upload their submission videos to YouTube to vie for the ultimate prize: an opportunity to perform a once in a lifetime collaboration with a superstar artist. The series, which hits YouTube later this year, is the ultimate worldwide talent search, taking fans from belting out hits in their bedroom to performing alongside their favorite artist on stage for the whole world to see.
Ellen’s Show Me More Show
LOGLINE: Built just for YouTube, Ellen’s Show Me More Show is like nothing she has done before, creating brand new over-the-top segments to give fans exclusive access to her favorite moments and biggest celebrity guests, offering a hysterical dose of backstage magic twice a week.
I Am: Demi Lovato
LOGLINE: Grammy nominated and multi platinum Artist. Entrepreneur. Advocate. Worldwide sensation Demi Lovato reveals a year long personal journey of raw reinvention and deep discovery as she dives into the writing and recording of her newest album in her new series, I Am: Demi Lovato, coming exclusively to YouTube this fall. Taking fans along for the ride, Demi travels the world using her voice and star power to influence change in issues important to her.
Kevin Hart: What the Fit?
LOGLINE: Comedy superstar and fitness fanatic Kevin Hart will broaden workout horizons in the new series Kevin Hart: What the Fit? — coming exclusively to YouTube. In this new show Kevin will team up with celebrity friends and YouTube stars as each week they attempt to master a different trending, grueling and sometimes ridiculous workout routine. Whether climbing a mountain together, working out with the Marines, or crashing a local hot yoga class — we’ll see a new side of celebrity guests and unsuspecting fans as they try their best to keep up with the world’s funniest and fittest comedian.
Good Mythical Morning
LOGLINE: Worldwide YouTube superstars and hosts of YouTube’s most popular daily show, Rhett & Link, will go to new heights in a long-form expansion of Good Mythical Morning, giving fans even more of what they crave: larger-than-life stunts, star-studded celebrity guests, in depth segments, zanier challenges, field correspondents and over the top laughs. Coming exclusively to YouTube later this year.
The Super Slow Show
LOGLINE: Why speed things up when you can slow them down? The Super Slow Show takes everything we love about celebrities, music, pranks, comedy sketches and more — and slows them down…way down. Using the latest super speed cameras, YouTube’s The Slow Mo Guys will explore the tiniest phenomenons to the greatest spectacles in a visual fantasia, with one-of-a-kind glimpses into what the world looks like in slow motion, premiering exclusively on YouTube.
The Katy Perry Live Special
LOGLINE: It’s real. It’s raw. It’s Katy Perry. Live on YouTube, The Katy Perry Live Special will take you inside of her world, revealing the experiences and emotions she poured into her all-new soul baring music on the eve of her highly anticipated album launch. With unique access, global reach and surprise fun packed along the way, Katy will break it all down in this album listen along, and if you stick around long enough, there might just be fireworks.