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YouTube simply does not know how to get people to pay for their content.
In 2016, YouTube launched YouTube Red, a $ 10-a-month service supposed to be a hybrid between Netflix and Spotify, offering users access to exclusive TV shows and movies not available on the standard platform, as well as music without advertising. Then, YouTube reorganized its music service in 2018, offered separately, at $ 10 a month, and renamed Red to YouTube Premium, with a $ 2 surcharge added.
Just eight months after the launch of YouTube Premium, the company reversed the trend and confirmed last November that it would remove the paywall from its original programming. The fact is that Premium's main value was an ad-free YouTube experience.
In case of doubt about YouTube's decision, the company officially announced it at Digital NewFronts on Thursday night.
"For today's viewers, primetime is personal and our content resonates so well because of the diversity and richness of our unparalleled library and platform capabilities," said Robert Kyncl, Business Manager. from YouTube, in a statement. "While all the other media companies are building a wall of payment, we are moving in the opposite direction and we now have more opportunities than ever to partner with advertisers and share our critically acclaimed originals." with our global audience. "
It's a little ironic timing given that shows like Cobra Kai Finally, we had enough buzz to get YouTube Premium users considered a potential competitor among Netflix, Hulu and Amazon. The show won an Emmy Award nomination and a 100% charge on Rotten tomatoes. YouTube has put the foot in the door of a more original narrative programming that people would actually pay, but it is now eliminating this paywall to allow more dollars and advertising views to pass.
Although YouTube's move may be a withdrawal from the wars of streaming video subscriptions, it reinforces YouTube's primacy in the equally burgeoning category of video-on-demand video services, where it is by far leader among Hulu, PlutoTV. , Philo and IMDb Freedive from Amazon, among others.
In terms of original programming, YouTube announced its new and new selection, including the third season of Cobra Kai, season three of Kevin Hart What is the cut, an untitled project by Justin Bieber, and the second season of YouTuber's show Liza Koshy Liza on Demand. YouTube also announced that after registering a record, Coachella (aka Beychella), the coverage of its live music festival now extends to Lollapalooza.
It was not clear whether YouTube Music would be affected by the change to the YouTube Premium offering.
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