YouTube has just announced that it will invest millions in its most popular content producers.
The service, which is looking to prevent a defection of its stars to competing platforms, has just launched a program that would help "creators" produce high-quality video content for the website.
"Now, we feel the time is right to make another important investment in our creators. That's why we've decided to fund new content from some of our top creators, helping them not only fulfill their creative ambitions but also deliver new material to their millions of fans on YouTube," the company said in a blog post.
"As any creator will tell you, making compelling new content isn't easy, and we expect to learn a lot through this process. We'll experiment with new formats and ideas. We'll get our hands dirty. We'll make some mistakes. Together, we'll (hopefully) create some fantastic new content on YouTube."
The new round of investment comes about three years after the company made a deal worth about $100 million to create channels with famous TV actors and musicians. The original programming, which initially involved video content featuring celebrities like Jay-Z, Ashton Kutcher, Sofia Vergara and Madonna, was meant to mimic TV, with high-quality shows that would attract support from advertisers.
YouTube then started to focus on non-Hollywood content creators with large followings within its service. To help YouTube celebrities hold on to their following, the company gave them production help in the form of YouTube Spaces. The studios gives creators access to professional equipment and assistance in creating content. YouTube Spaces have been established in Los Angeles, Tokyo and London. According to YouTube, they also plan to put up a studio in New York.
Aside from helping content producers make videos for the website, the company also helped make brands out of its most popular stars. Earlier this year, YouTube launched marketing campaigns for its most popular content producers. In the United States, the company financed an advertising campaign for popular creators such as Bethany Mota, who has a fashion-themed YouTube channel. According to the company, similar campaigns will soon be expanded in the U.K., Germany, Brazil and France.
