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YouTube joins the race of making original localised content

The localised content will be subtitled or dubbed for other market too

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MUMBAI: Till now in several markets including India, YouTube’s ad based model is more popular than the premium ad-free service. Now, in order to draw new customers to its paid subscription service, YouTube is creating scripted series and other original programing for international markets including India, France, Germany, Japan and Mexico. However, in India, YouTube Premium is still not available.

YouTube global head original programming Susanne Daniels said in an interview that the programming will include music documentaries, reality series, talk shows and scripted series as reported by Reuters. Moreover, it will be produced in local languages which will make the platform more relevant in local markets. The localised content will be subtitled or dubbed for other markets too.

“We are targeting markets where we believe we have a tremendous upside in potential subscribers,” Daniels said. She also mentioned the talk show on cricket in Hindi, UnCricket, has performed “beyond expectations". A reality show starring South Korean pop band Big Bang had boosted subscriptions.

Some of the content will be available on YouTube Premium, the monthly subscription service formerly called YouTube Red while other content will be available on YouTube’s free service.

The emphasis on localised content from Alphabet Inc’s YouTube will increase the challenge for Netflix and Amazon which are already heavily investing in localised content. Both the platforms are trying to expand their footprint in India too.

However, YouTube does not hold any plan for more original children’s programming as the company does not believe children’s content will drive subscriptions to YouTube Premium at this time.

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