An all-new documentary series following Demi Lovato’s ups and downs over the last three years is coming exclusively to YouTube, as part of the video giant doubling down on its music, celebrity and creator-focused originals strategy.
In addition to the new four-part Lovato docuseries, YouTube has renewed four original series featuring big-name digital talent: “Instant Influencer with James Charles,” “The Creator Games Presented by MrBeast,” the interactive “A Heist With Markiplier,” and “Retro Tech” hosted by Marques Brownlee.
“We’re continuing to invest [in originals] – and we’ve investing more,” Robert Kyncl, YouTube’s chief business officer, said in an interview. He called out YouTube’s recent announcement to establish a multiyear $100 million fund dedicated to Black creators and artists.
YouTube’s free, ad-supported push with originals has largely abandoned scripted programming (which had originally been designed to drive subscriptions to YouTube Premium). “The strategy we embarked on a year and a half ago is working for us, and we’re leaning in more,” said Kyncl. “And nothing brought it home more than the time of coronavirus.”