Google's plans for YouTube appear to be working out. Last year, Google invested $100 million into a set of new original channels to lure advertisers and make YouTube the monetization machine it always seemed like it should be. Advertisers are buying into it now, and Google is reportedly getting ready to renew its investments in these channels.
That does not mean, however, that all of the channels from the original line up will be getting more money from Google. In fact only a fraction - something like 30% - 40%, according to AdAge will get part of a new round of funding from Google, but that's just Google using what it has learned over the past year, and moving forward accordingly.
AdAge has talked with Google, some of the content producers involved in the project, and advertisers, and has learned that Google is getting ready to provide its second round of content (which, from the sound of it, will be roughly equivalent to the first round, on a per channel basis) to the lucky partners.
Those who made the cut should reportedly be finding out from Google within the next few weeks. It will be interesting to see how many of the channels that don't get new funding continue on with their regularly scheduled programming.
In addition to the channels, YouTube has become an important destination for live streaming events, which if the company continues to build upon, could help it tremendously in its battle with television for acquiring eyeballs that stick around for longer amounts of time.
Last month, YouTube launched more original channels, including content from France, Germany, the UK, and more from the US.