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Starting next year, YouTube's original programming will be available to users for free and with ads. Calling this a change of strategy, YouTube aims to meet the growing demand of its fan base and provide advertisers with content that can reach those users.
In a statement to MarketingA spokesman for YouTube said he would continue to invest in scripted programming in 2019. The spokesperson also described 2018 as a "landmark year" for YouTube Premium and YouTube Originals. It has expanded YouTube Premium to 29 countries and launched more than 50 scripted and unscripted shows.
According to Channel NewsAsia, this initiative would also aim to give the platform "more flexibility" in marketing its content. With free viewing of original programming that was originally reserved for YouTube Premium subscribers, paying subscribers will still have the ability to remove video ads. In addition, YouTube Premium subscribers will have early access to original and exclusive content for the payment of the service.
This is not the only YouTube update, as it introduces new student plans for YouTube Music and YouTube Premium. Treated for university and college students in the United States, the plans are ad-free and offer a reduced rate, and will be extended to other countries in the future.
Marketing contacted YouTube for additional information on the student's projects.
Launched earlier this year, YouTube Music allows consumers to listen, watch, and discover music easily without having to switch between multiple music apps and YouTube. Although YouTube Music is ad-supported and free, there is also a Premium version of YouTube Music, which is a paid subscription that allows users to utilities such as background listening, downloads and an experience without advertising.
Just last week, YouTube announced that it will test advertising pods, which are two overlays, with the ability to jump directly to content. This follows a search on the user experience that shows that besides the length of ads, viewers are "sensitive" to the frequency of ad clippings, especially during long viewing sessions. The YouTube team explained that it is possible to reduce the number of drop-outs of content and increase the rate of ads viewing by better using statistics and reducing interruptions.
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