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YouTube To Expand Premium Content Channels

YouTube is investing $100 million to develop premium content channels that cater to its audience’s niche interests.

Lexi Lewtan

<a href="http://lexilewtan.contently.com/">Lexi Lewtan</a> is a New York-based blogger. She has written for NYLON Magazine, and writes about entrepreneurship, culture, and the Internet. · February 1, 2012

YouTube is investing $100 million to develop premium content channels that cater to its audience’s niche interests.

More than one hundred premium content channels are currently in development, covering topics like education, fashion and fitness.

We’re entering “the third wave of media,” says YouTube CEO Salar Kamangar.

This third wave is characterized by a tailored media consumption experience, he explained.

So how will brands fit into this mix? We’ve been tracking brands who have created unique experiences on Youtube across a variety of fields, and there is clearly room for more innovation in the space.

We’re curious whether these premium channels will take more of an entertainment approach or an advertising one? What do you think? Let us know in the comments below.

Image courtesy of Flickr, mrjorgen

Lexi Lewtan

<a href="http://lexilewtan.contently.com/">Lexi Lewtan</a> is a New York-based blogger. She has written for NYLON Magazine, and writes about entrepreneurship, culture, and the Internet.