YouTube Significantly Scales Back Originals Slate as Chief Susanne Daniels Exits

YouTube is scaling down YouTube Originals, which was first created in 2016. The Google-owned company said today that moving forward, it will only be funding originals that are part of its Black Voices and YouTube Kids funds. As part of that strategy shift, Susanne Daniels, global head of original content, has resigned after nearly seven years with the company. The TV veteran—a former president of The WB broadcast network—had built out the original division of YouTube. Daniels first joined YouTube Originals in 2015 when YouTube first launched a premium subscription tier containing originals. She’ll officially exit the company on March 1. “YouTube’s the biggest and best video platform in the world and what an exciting and tremendous experience I’ve had working to create meaningful programming for users of all ages and backgrounds all around the world,” said Daniels in a statement. “I’m so proud that our original content could contribute to the ongoing growth and success of this remarkable platform, and I look forward to new adventures ahead.” YouTube Originals Chief Doesn’t Regret Letting Cobra Kai Leave for Netflix Her biggest success at YouTube was likely the 2018 Karate Kid revival series Cobra Kai, which had set YouTube viewership records before heading over to Netflix. But the years following Cobra Kai and other successful originals, YouTube shifted away from scripted series, instead focusing on original programming centered on learning, personalities and music. In 2019, the company quietly adjusted its original content strategy and decided to offer all its future original programming for free, with ads, instead of restricting it to subscribers of its YouTube Premium services. Another originals strategy shift Now, YouTube is once again shifting its content strategy. The company said there are currently over two million creators in the YouTube Partner Program, and that it has paid more than $30 billion to creators, artists and media companies over the last three years. Moving forward, YouTube will still honor its commitment to already contracted shows in progress, Robert Kyncl, YouTube’s chief business officer, said in a company memo. In 2019, facing speculation that Daniels, a veteran of scripted series, might depart the company following its shift away from original scripted content, Kyncl told Adweek that there was still a place for Daniels. Two years ago, in the early days of the pandemic, YouTube Originals moved its lineup of original programming to a slate of remotely produced scripted and unscripted series aimed at reflecting the country’s new reality. Daniels oversaw the 2020 commencement event Dear Class as well as the 2021 sequel Dear Earth, and livestream concerts with stars such as Paul McCartney and Taylor Swift. She developed and programmed documentaries including Demi Lovato’s Dancing with the Devil and Justin Bieber’s Seasons. “Susanne has been instrumental in establishing YouTube Originals as an integral and impactful aspect of our business. Her projects engaged YouTube creators and delighted YouTube audiences across the globe, and we are so grateful to Susanne for her creativity and leadership over the past six years,” said Kyncl in a statement. YouTube Original’s fourth quarter of last year was the most-watched quarter ever with 1.3 billion views. Prior to joining YouTube, Daniels was the second female head of a broadcast network ever when she was tapped as president of The WB, and also served as president of Lifetime Television Networks as well as president of MTV Networks. At YouTube, she was instrumental in the expansion of YouTube Originals’ global footprint in the U.K., France, Germany, Japan, South Korea, India, Mexico and Brazil. She was also pivotal in the development of the YouTube Black Voices Fund, greenlighting projects including Bear Witness: Take Action and Terms & Conditions.