Google has already spent some $200 million on premium YouTube channels in order to attract premium content and advertisers, and today the Wall Street Journal
reports that Google will invest another $200 million into the program.
Channel partners have thus far had mixed success creating content for
YouTube, but they’re rapidly learning how to deliver effective premium
content on the platform.
MyISH director Larry Aidem told the Journal that “the audience
wasn’t big on talking heads,” so he hired a familiar YouTube
personality to deliver more mainstream news. As it happens our sister
site SBNation operates a premium YouTube channel, and Chad Mumm, Executive Director at Vox Studios, had similar comments about the challenges and successes of online video.