Top Story

Home >> Digital >> Article

YouTube Originals: Boon for content creators?

06-August-2018
Font Size   16
YouTube Originals: Boon for content creators?

The jury is still out on the extent to which YouTube Originals, soon to be introduced in India, will help the content creator community. While YouTube’s financial backing will help elevate the content and revenue for the creators, it is likely that only a selected cohort of content creators will be able to enlist the support of YouTube.

In favour of
Monetisation from YouTube has dropped to negligible numbers over time. “Youtube's inventory revenue continues to grow, but demand from advertisers grows linearly compared to the supply of inventory,” explains Sameer Pitalwalla, CEO, Culture Machine. Therefore, he feels a model where viewers pay to watch content will help content creators generate greater revenue from the streaming service.

Because of the trouble with monetisation from YouTube, content creators are viewing YouTube not as a final destination, but as a stepping stone in their journey to become bigger stars. “Content creators are only using YouTube as a catalyst. Many creators achieve a critical mass of subscribers and following to eventually leverage that to promote brands and products to their followers,” said a business manager of a popular Indian YouTuber.

Losing talent to OTT platforms
Over time, content creators who become significantly popular end up receiving offers from production houses or filmmakers. “YouTube Originals, which will be in the same league as Netflix, will help keep content creators within the YouTube community,” said the business manager.

YouTube seems to have realised that the best content is leaving the platform. Ashwin Suresh, founder CEO, Dice Media, says that content creators are moving away from YouTube and working with OTT players such as Amazon Prime, Netflix, or Hotstar that have much bigger budgets and can take the financial pressure off content creators. Dice Media has recently partnered with Netflix for the second season of Pocket Aces’ web series Little Things.

One of the main revenue streams for content creators is influencer marketing or branded content. But brands tend to dictate the terms of the content, which limits creators. Pitalwalla feels that YouTube Originals will liberate Indian content creators.

“Subscription services have content that's unencumbered by advertising. Indian creators will be able to tell stories that wouldn't be ad-funded, and that canvas in itself, can be liberating,” he says.
Suresh, from his experience of working with Netflix, says that the feedback that his team received from the OTT platform has only helped elevate the content.

Content creators will also benefit from YouTube Originals because unlike OTT platforms, on YouTube, the creators are owners of the distribution channel. “YouTube Original shows will bring us new subscribers and the non-original shows on the platform will also garner higher viewership,” said the business manager.

Subscription model?
Only subscription-based OTTs like Netflix and Amazon Prime Video have not been able to grow at the same pace as freemium platforms such as Hotstar and completely free platforms such as YouTube in India. So will YouTube Originals have a market in India?
“I feel as India grows and disposable income increases, people will purchase luxury goods and services - among which are OTT services. This may happen over a 5-10 year horizon and I think YouTube is setting itself up for that future,” said Suresh. 



Benefits only top 1 per cent
Everything seems shiny about YouTube Originals, but only for the top creators. “Overall, YouTube Originals will only help the creamy layer of creators. They will do some limited work with selected creators,” said a leading YouTuber and stand-up comedian. Suresh accepts that this is bound to happen on any platform, not just YouTube. Hotstar’s first Original show in India was in collaboration with All India Bakchod (AIB) and Amazon Prime Video’s Original debut was Excel Entertainment’s Inside Edge.
“A business will not subsidise the offering for the masses. It will work with those who give maximum value and help them grow. So the top one per cent is unavoidable, but I hope that the selection of that one per cent is more meritocratic on YouTube than other platforms,” says Suresh.

Given YT’s history of funding projects, Pitalwalla feels, “I am sure there will be an academic approach towards allocation.”

In the recent quarterly earnings call, Netflix executives said that YouTube and Hotstar are way ahead of Netflix in the Indian market. This is primarily because one is free and the other is easier on the pockets of Indian viewers. Content-wise Hotstar has few Original content shows than competitors like Netflix. Whether or not YouTube Originals will give stiff competition to the OTT players in India depends on the subscription cost in the price- sensitive Indian market and the creators that will parter with the streaming giant.

Telugu daily Sakshi has completed a decade in the newspaper industry. Group's Director-Advertising and Marketing talks about the newspaper's journey so far

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

right
left
INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS

#ShineWithBBLUNT campaign promotes at-home high shine crème hair colour range Salon Secret

The public can make contributions to government account number 10210100412397. IFS Code is FDRL0001021.

Your weekly news roundup, a summary of some of the stories to keep an eye on