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October 19, 2015

YouTube pushes for content with subscription service

News: The video site is set to push content posted by video stars who gained popularity on the site.

By CBR Staff Writer

YouTube is planning to launch a subscription service to offer exclusive content to people who sign up for it.

The Google-owned video-site is readying its programming line-up for the service, reports news website Re/code.

Some of that programming will be revealed by the firm at an event at its studio/event space in Los Angeles on 21 October.

The new service is anticipated as the outcome of an initiative that was launched last year by the website in order to ‘fund new content’ from some of its top creators. The planned subscription service is likely to be devoid of advertisements.

Further details about the pricing or the release date however have not been disclosed by the company.

The service, which was set to start from this October, has been delayed and is likely to be launched from 2016.

The premium subscribers will also have access to the ad-supported and free version of the site.

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This initiative is a part of the website’s funded content push strategy, the first attempt for which was made in 2011.

YouTube had invested over $100m during that time to fund content from performers, including Jay Z and Ashton Kutcher, which had turned out to be a disappointment.

The new approach sees the website focus on supporting ‘endemic’ video stars which are the people who turned famous on the basis of their YouTube content only.

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