Pedro Pina, head of YouTube EMEA, told MIP London delegates this week that the video sharing platform has no intention of getting into original production again. Speaking to media analyst Evan Shapiro at the inaugural event, Pina insisted that the Google-owned platform has “no interest in producing our own content”
YouTube made serious investments in original shows like Cobra Kai and Origin during the last decade, but (like Meta) came to the conclusion that it was better off focusing on building up its ad revenue share model with third party content creators. “For us to be successful we need other people to put the content in,” said Pina (pictured).
While Pina’s comments will be welcomed by content creators, the platform’s rapid growth on connected TV is more of an issue for streamers, which are heavily reliant on subscription revenues. He told delegates that audiences “are spending time on YouTube like they would do on streamers like Netflix or Amazon.”
Some broadcasters are ambivalent about how far to embrace the impact of YouTube on the TV landscape, but Pina sought to allay their fears, arguing that YouTube exposure “is an extension of your business”. He cited Channel 4’s aggressive entry into digital-first distribution, arguing that “we are providing extra reach”.
Pina has also talked up YouTube’s “essential role in podcasting” this week, reporting that there are now one billion monthly active viewers of podcast content on the platform. He added: “With the YouTube Partner Programme, we’re excited to support even more podcasters. Here’s to the creators who are driving culture and making must-see and must-hear shows.”
In a related development, UK audience measurement company Barb, together with research partner Kantar Media, has announced that it is expanding its measurement of the YouTube content people watch on TV sets. This will make Barb the first TV joint-industry measurement system in the world to incorporate viewing to YouTube.
Justin Sampson, chief executive at Barb said: “Our data on the content people are watching on YouTube will meet several needs. Advertisers and media agencies are looking for more insight into the most-watched editorial environments on YouTube, while programme-makers use our data to inform the commissioning process. We also anticipate the data will be of interest to those working in industry regulation.”
