60% of YouTube Channels May Lose Funding
Google readies overhaul based on viewership
By Matt Cantor, Newser User
Posted Nov 12, 2012 12:46 PM CST
Tara Levy, Global Marketing Director, Ads, for Google and YouTube, gives a presentation at Advertising Week on Tuesday, Oct. 2, 2012 in New York.   (Photo by Jason DeCrow/Invision for Advertising Week/AP Images)

(Newser) – YouTube channels are facing a reckoning: As it seeks to make the site more television-like, Google is launching a second round of investments in YouTube channels—but only 30% to 40% are likely to get a new installment of cash, an exec tells Advertising Age. At the moment, YouTube has 160 channels. But a year after beginning the funding process, the site now has a clearer sense of which ones are on the road to success. The new funding will be based on viewership hours, as opposed to number of views or how much cash a channel is generating, Fast Company notes.

"Our biggest objective was to kick-start the ecosystem, to bring in great creators, to deepen our relationships with advertisers and to grow viewership," says content exec Jamie Byrne, who's helming the process. If channels don't get funding, it's not the end: They can stick around, and YouTube bosses are hoping content makers will keep at it, AllThingsD reports. Channels that do get funding are looking at similar figures to those in the first round of investment: between $1 million and $5 million. It's a tough gig for the channel's producers, notes Ad Age: Before they start selling their own ads, they have to pay back YouTube's investment.

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Showing 3 of 7 comments
Nov 12, 2012 3:17 PM CST
Leave You Tube alone!
Nov 12, 2012 3:00 PM CST
I have no idea what this story is about. But those damn kids better get off my lawn.........
Nov 12, 2012 2:44 PM CST
Makes sense. They got things started, now they want to evolve it into a higher-quality service by dumping the crap and expanding what's good.