YouTube opens up original programmes from premium-only crowd to masses

YouTube is opening up its original programming, previously exclusive to premium subscribers, to everyone for free – but (there’s always a but) with the addition of ads. This was communicated to subscribers in an email, according to multiple media outlets such as TechCrunch.Premium subscribers meanwhile, will receive an ad-free viewing experience for YouTube originals. Bonus content such as director’s cuts and extra scenes will continue to be exclusive. In the email, YouTube said subscribers will also have immediate access to all the available episodes in a series when they premiere, and given the choice to download them for offline viewing.The changes will come into effect after 24 September. Marketing has reached out to YouTube for more comments.[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimaging new ways for their marketing to become more customer focused, agile and interactive. Book your seats today.]The shift in strategy to make original free for all to access was first announced last year in November. YouTube said it aims to meet the growing demand of its fanbase as well as provide advertisers with content that reaches these users. In a statement to Marketing, a spokesperson  described 2018 to be a “breakout year” for YouTube Premium and YouTube Originals. It expanded YouTube Premium to 29 countries and launched over 50 scripted and unscripted shows.Read more:YouTube shortens video attribution criteria for action adsYouTube launches new ad formats to enable better video storytellingYouTube invests an additional US$20m into educational content initiativeYouTube’s latest ad extensions feature: Pros and cons marketers should considerYouTube closes gaming app, shifts content to main platformYouTube adds more non-skippable ad opportunities for creatorsYouTube vertical ads: What should your approach be?Media Prima teams up with YouTube to push content monetisationWill YouTube’s fresh round of safety issues drive more brands to IGTV?YouTube offers grants to education-focused content creatorsYouTube unveils new music service: What will it take to beat out competition?