Susanne Daniels, the former global official of the original content of YouTube, proudly looks at the production of content during his mandate – of “Impulse” and “Cobra Kai” by Doug Liman to collaborate with the Youtubers Liza Koshy and Joey Graceffa on the original series.
YouTube Originals experienced several strategies – including subscription models and advertising, and a program of the programming scripted to the programming not scripted in 2019, Variety reported – before dissolving in 2022.
Daniels said that he had found the number of frustrating pivots and said the biggest challenge was that YouTube worked as a technological business rather than a media business. Its success as a distribution platform for the content generated by users meant that it did not necessarily need to play the long game of original content.
“YouTube Originals was a square ankle in a round hole – having constantly having to open roads where there should have already been – production problems with business problems and everything else,” she said. “We have never had the internal support system or the resources we needed to succeed – not to mention a long -term budget for production and marketing.”
But Daniels said that she was inspired by her team and estimated that she could have made a precious asset of more support.
“It was definitely a unique and enriching experience in many ways,” she said.
A YouTube spokesperson said that even if the originals were used to turn its content ecosystem, the creative community has now changed to produce increasingly sophisticated content.
The company is still in the field of original content, explained the spokesperson, by investing directly in its community of creators and artists.
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