By now you’ve probably already heard the news that YouTube is in the process of rolling out a slew of new professionally produced content channels on any topic you can think of from news to education, pop culture, sports, music and more. The new channels feature a mix of talent, from popular YouTube partners to big name celebs like Madonna and Tony Hawk. But according to Mike Shields of Adweek it’s the native YouTubers that are rising to the top, at least for now.
Shields reports that, “YouTube natives like Maker Studios and Vlogbrothers are off to strong starts since launching new channels backed by Google’s much-hyped $100 million production fund. Conversely, less experienced (and perhaps more substantive) content producers like Slate and The Intelligent Channel are struggling to attract large numbers of subscribers, at least according to the early view numbers they’re generating on YouTube.”
Shields goes on to provide a few early view and subscriber stats for a variety of the new channels. For instance, he points out that Maker Studios (home to YouTube stars like Ray William Johnson and Nice Peter) has launched a mom-oriented channel called ‘The Moms’ View’ and already has nearly 60,000 subscribers and 2.1 million views. Parenting site CafeMom’s channel has only around 4,100 subscribers, though they do have around 1.4 million views. Madonna’s DanceOn channel has only around 35,000 subscribers.
I think this data certainly brings up some questions in regards to what these new channels are going to be like, as opposed to the channels of YouTubers that have taken the time to build a name and a following for themselves on the site. The top YouTube partners have built their subscriber bases by catering content to fans, engaging with their fans and bringing subscribers what they want. I imagine that these experienced YouTubers will keep on doing what they’ve been doing, in order to grow their subscriber base, but what about the new content providers?
Part of the reason for the lag in subscribers on the newer channels may be simply that their attracting an audience that is less familiar with the inner-workings of YouTube. There is a YouTube community of viewers that subscribe to their favorite channels, comment on posts, like, favorite and share. Then, there are the viewers that simply click to watch a video on the site and leave. They may never even sign in to YouTube, or not even be aware of how subscriptions work.
I guess only time will tell how these new content channels will pan out. Will there be as much interaction as the YouTube partners of today engage in? Will people feel the need to subscribe, knowing that there will be new scheduled content going up every day? What do you think? Please share your thoughts with us in the comments below.
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Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.