BEVERLY HILLS: Alphabet Inc’s YouTube is creating scripted series and other original programing for international markets including France, Germany, Japan, Mexico and India to try to draw new customers to its paid subscription service, a senior executive said.
The programing will come in the form of multiple genres such as music documentaries, reality series, talk shows and scripted series, Susanne Daniels, YouTube’s global head of original programing, said in an interview. It will be produced in local languages and subtitled or dubbed for other markets.Some of the programing will appear on YouTube Premium, the monthly subscription service formerly called YouTube Red. Other content will be available on YouTube’s free service with advertising.
“We are targeting markets where we believe we have a tremendous upside in potential subscribers,” Daniels said.
YouTube already has released a handful of original shows in South Korea and one in India, a talk show in Hindi about cricket. Called “UnCricket,” the show has performed “beyond expectations,” Daniels said. Daniels also said a reality show starring South Korean pop band Big Bang had boosted subscriptions, and that 50 percent of the new customers came from outside of Korea.
More details about the new international slate will be released in the coming weeks, she said.
YouTube will be competing with companies including Netflix Inc and Amazon.com Inc that are investing in local language programing for online audiences around the world.
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