YouTube, the online video-sharing and social media platform is cutting its original programming budget, putting an end to a six-year experiment with premium television shows led by veteran entertainment executive Susanne Daniels.
YouTube said in a blog post that it would continue to sponsor original programming for kids and black producers and honour all existing commitments. However, the Alphabet-owned company will divert other spending to Shorts, a feature designed to rival TikTok and live shopping. Daniels will leave YouTube on March 1.
Daniels joined YouTube in 2015 to develop a slate of original dramas, comedies, and unscripted series to attract high-end advertisers and persuade more users to pay for a premium subscription. She produced the successful series Cobra Kai and several well-received documentaries. However, YouTube’s interest in original shows has diminished in recent years and has decided to stop funding scripted programming.
Since then, the company has decided to leverage music rather than original programming to promote subscriptions. As a result, Daniels has been looking at other jobs for at least a couple of years.
Unscripted programming, such as two documentaries about pop sensation Demi Lovato, was still funded by YouTube. However, Youtube will now allocate that money to more significant company priorities.
“With rapid growth comes new opportunities,” YouTube’s chief business officer, Robert Kyncl, wrote in the blog post. “Our efforts may now have a greater impact on even more creators when applied to other initiatives.”