EXCLUSIVE: YouTube’s scale-back on original scripted programming continues. I have learned that the online video platform is not proceeding with new seasons of its drama series Step Up: High …
Given YouTube’s direction away from scripted, the fate ofis more promising as Koshy is a signature YouTube talent, and the platform recently ordered two additional episodes for the show’s upcoming second season. YouTube is expected to assess the two series’ AVOD performance before making final renewal decisions.announced at its May NewFront
as a way to align its originals closer to what appeals to its broad audience of 2 billion users. They include music, learning and personalities/familiar IP. At the time, YouTube brass maintained that scripted would remain an active component of its development and programming plans, joining unscripted, interactive and live entertainment events.
Tech companies have had a complicated relationship with original scripted programming and SVOD content. Amazon was the first digital company with a core business not related to entertainment to jump in and challenge Netflix and Hulu, though it has not been a smooth ride, with boss Jeff Bezos ordering a major reset in 2017 aiming at global genre hits. Apple mulled a foray into the arena for years before finally committing two years ago.
For YouTube, there also has been the issue of brand identity. The Web portal was conceived as and remains known as a hub for ad-supported user-generated content available to everyone around the world for free. Adding curated, professionally produced high-end scripted series to paying customers via YouTube Red in selected countries where the SVOD service is available had been changing the perception of YouTube, and the Google brass were said to not be convinced it is the way to go.
YouTube is now reverting to its original model of video content accessible by anyone and monetized via ads, something Google is a leader in. For those who prefer offline, ad-free experiences, YouTube Premium will remain an SVOD option. The hybrid model is employed by Hulu, CBS All Access and NBCUniversal’s upcoming streamer.
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