Why YouTube Needs to Formulate a Clear Identity for Its Originals

It's focusing too much on advertisers rather than creators and community

For the longest time YouTube has called itself a video platform that gives users access to the world’s largest content library. That started changing a couple years ago when they first began collaborating with creators to make content for the platform. Since then, we’ve seen several iterations of their content strategy, from scale of funding to the nature of content, it’s been a constantly changing vision. The launch of YouTube Red and YouTube Originals in October 2015 marked a public shift of YouTube’s narrative, moving it closer to that of a media company, and we’ve been witnessing an evolution ever since. The platform’s success in its 10-plus years of existence can be summed up in its ability to reach the largest online audience with the widest range of content. From platform pioneers John and Hank Green to comedic powerhouses Rhett and Link to prolific gamer Markiplier to inclusivity advocate Hannah Hart, it isn’t an exaggeration to say that there’s something for everyone on YouTube.