It looks like YouTube is planning to take on Netflix, and Amazon Prime Video in a big way. According to Reuters, the company is planning to bring its original programming, ‘YouTube Originals’, to India in addition to France, Germany, Japan, and Mexico. The reason for this expansion is to pull move users to its paid subscription service, YouTube Premium. The report added that according to the plans, the original programming will not be limited to a particular style and instead, it will be “in the form of multiple genres” including talk shows, scripted series, reality series, music documentaries, and more.
Susanne Daniels, the Global Head of Original Programming for YouTube shared the details about the plans in an interview stating that the content “will be produced in local languages and subtitled or dubbed for other markers.” YouTube will not put all the original content on YouTube Premium and instead, only some of it will be on YouTube Premium while rest will be available on YouTube for free with advertising. Daniels added, “We are targeting markets where we believe we have a tremendous upside in potential subscribers.”
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The report went on to add that YouTube has already released a number of original shows in South Korea, and “UnCricket”, a Hindi talk show about cricket in India. Talking about “UnCricket”, Daniels added that the talk show performed “beyond expectations”. The company added that more details will be revealed in the coming weeks.
The plan sounds good on paper, but the company will need to put its full force if it wants to mount a challenge to the likes of Amazon Prime Video and Netflix that are already investing in original content when it comes to the Indian market.