While it’s not quite time to speculate that it failed altogether, the company is definitely exploring other options when it comes to revenue. In its Brandcast presentation this week, YouTube announced brand-new series with A-listers on its ad-supported platform (the part of YouTube that you already use to watch Vevo and tutorials).
Bigger, better, Ellen-ier. pic.twitter.com/GfDzF4K7Pg
— YouTube (@YouTube) May 5, 2017
💪 @KevinHart4real 💪
Get pumped for this new series “Kevin Hart: What the Fit?” dropping exclusively on YouTube https://t.co/ETf813OsXD
— YouTube (@YouTube) May 4, 2017
Here is the full lineup of new programming:
- Ellen DeGeneres’ Show Me More Show: a twice-weekly series that “will include original content with exclusive access to the talk-show host’s favorite moments and celebrity guests, and behind-the-scenes glimpses.” Sounds like bonus features from her talk show.
- I Am: Demi Lovato: the Grammy-nominated singer and former Disney Channel star “documents the writing and recording of her newest album, as well as performances around the world.” It’s set to premiere sometime next fall.
- Kevin Hart: What the Fit?: the comedy superstar will “team up with celebrity friends and YouTube stars each week” as they “attempt to master a different grueling (and sometimes ridiculous) workout routine.” The series will be produced in collaboration with Lionsgate and will appear on Hart’s Laugh Out Loud YouTube channel.
- Katy Perry Live Special: the singer will host a live album listen-along for fans.
- Best.Cover.Ever: this Ryan Seacrest-produced singing competition show will feature performances from Katy Perry, Demi Lovato, Backstreet Boys, Jason Derulo, and Charlie Puth.
- Good Mythical Morning: Rhett & Link will produce “a long-form expansion of their daily talk show to give fans ‘larger-than-life stunts, star-studded celebrity guests, in-depth segments, zanier challenges, field correspondents and over-the-top laughs.'”
- The Super Slow Show: the Slow Mo Guys “will explore everything from the tiniest phenomena to the biggest spectacles — all shot in slow motion.”
If it sounds… pretty similar to what they were trying to develop on YouTube Red, it’s because it is. But maybe running these shows against traditional ads for cars and snack food will prove to be more palatable in 2017.