Google is launching a new initiative in which it will help YouTube stars develop new show ideas in an effort to keep those users active on the site.
YouTube will foot the bill for the new initiative, which is an attempt to counter other tech companies who are aiming to poach YouTube stars for their own content sites.
"Now, we feel the time is right to make another important investment in our creators," said Alex Carloss, head of original content at YouTube, in a blog post. "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."
More details about the project have yet to be revealed, but some reports suggest Google will be spending "millions" on the initiative. Those reports also suggest YouTube will be pairing performers with Hollywood producers.
"As any creator will tell you, making compelling new content isn't easy, and we expect to learn a lot through this process," continued the blog post. "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 attempt by Google to keep YouTube popular comes as the website is in a battle with Facebook, which has reportedly assembled a team to lure over popular YouTube users and convince them to post videos on Facebook instead of YouTube. Facebook has also reportedly offered video creators help with developing ideas and funding in return for a larger presence on Facebook.
Yahoo is also making efforts to beef up its online entertainment offerings with a deal with Events Nation, a live events company. The search company has also picked up programming for the cult hit "Community" and has even gone as far as to lure YouTube stars away from the site by offering a larger revenue split.
YouTube will also be offering these marketing campaigns in countries like France, Germany, Brazil and in the U.K.
"It's been an incredible few years for YouTube," Carloss said. "And with YouTube stars jumping from their bedrooms to billboards in Times Square, we think there's never been a better time to be a creator."
In one instance of YouTube's new efforts, the company is spending "single-digit millions" on a new 10-part video series.
YouTube currently gets around 1 billion viewers per month. Not only that, but daily time spent watching videos is reportedly increasing by 50 percent each year.
