Analysis: YouTubes Bundles

YouTubes Bundles

YouTubes Bundles

  • Posted on: 13/Mar/17
  • by Simon Britton

YouTube's announcement of their YouTubeTV bundle of content from existing TV providers is one of those out-of-the-blue Google things that gets industry heads scratching away. Why would they suddenly engage with existing content from other providers?

The short answer is their desire to counter the march of Netflix, but the more interesting one is hidden in further down the page.

Red is YouTube's play to get into the original long-form content space along with all the new entities - Amazon and soon to be Apple.

So far Red's been targeted at rusted-on YouTube fans who want to see their favourite YouTubers doing something a bit more considered. For example PewDiePie stepped away from his standard rants to do Scare PewDiePie. Although his fate is a big question mark now highlighting the risk YouTube takes when it tries to move a YouTuber from the vlogger to actor.

How to broaden that audience to include watchers of cable and FTA (even if they are cord-cutters) ? Well, splash some cash to bundle their original programming in with other more recognisable brands.

With Google in command of the interface, it would be easy for them to insert their original programming into their consciousness of YouTube TV viewers engaged with some of their cable and FTA faves. It says - "hey, we are a content player in the same space as ABC, CBS, FOX, NBC, ESPN and the other majors, look at our stuff now".

So that's my take on it - Google are spending up big to provide a cocoon of familiar content for their originals. A Trojan Horse - in the nicest possible way! Let's hope it works for them - YouTube Red is a vital part of the online creator ecosystem and we want it to thrive!


About the author

  • Simon Britton

    Simon Britton

    Simon is screen industry consultant and publisher of Australia’s leading online screen content ebulletin ScreenPro (www.screenpro.tv). Before launching MediaWave in 2008, he worked for the Australian Film, TV and Radio School’s Centre for Screen Business, focusing on emerging business models for online screen content. He has consulted to, or written research papers for, the South Australian Film Corporation, Screen Australia, Film Victoria and The Australian Film TV and Radio School. He's delivered workshops for SPAA, The Media Resource Centre, Open Channel, RMIT, Monash University, UCLA Film School and AFTRS. He is currently running national workshops on new models of finance and online distribution for screen content. He recently concluded a three-year term on the Board of the Australian Screen Institute (AFI). He is on the Board of Open Channel. Simon consults on film projects and is currently working with a range of content creators to develop strategies for online delivery of their work.