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YouTube Expands “Stations” To Content Creators
Tuning in? // Image by Kait Cunniff with DALL-E
YouTube is expanding its TV-like “Stations” feature from music into several new content categories.
The Big Picture: TV-streaming platforms like Netflix, Tubi, and Pluto TV are poaching longform YouTube talent so successfully that YouTube is making itself more like TV to staunch the bleeding. That’s not to say these creators are posting on YouTube any less… but the company isn’t keen on being anything less than the exclusive home of the creator economy.
Between The Channels: Stations, YouTube’s version of TV channels, was originally introduced to boost its coverage of Coachella. That experiment was so successful that the company is now rolling out the feature across the platform.
YouTube announced that Stations will now be available to “formats like creator content, media channels, podcasts, and select new music artists.”
These always-on collections of videos also let viewers interact with others via a live chat.
Last Transmission: YouTube toyed with traditional TV last decade but couldn’t make it stick. That’s changed in recent years, thanks to investments in sports, live events, and music. As the lines between TV and social media continue to blur, creators are increasingly keen to make their mark on television. This shift has led to content deals with platforms like Netflix, Disney+, and various FAST services dominating the headlines.
YouTube’s Stations expansion is an admission that YouTube — which now dominates viewership on TVs — needs to start looking a little more like the thing it disrupted.
Coming Soon: It’s only a matter of time until the next big TV breakout is a creator using Stations in a savvy way. Expect to find the next Curry Barker or Kane Parsons there.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.