Money

YouTube Drops 60% of Its Content Creators

| by Michael Allen

A year ago, YouTube [which is owned by Google] decided to invested $100 million in original content channels to give the popular, but old, video site a boost.

Now, YouTube is taking another look at its content creators and dropping its funding of 60% of them, while giving new contracts to the ones that performed well in numbers of views, reports AdAge magazine.

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People were so furious about this Pepsi ad that Pepsi pulled it after just one day. Watch it here and decide if it's offensive:

YouTube will invest another $100 million in the remaining 40% of content creators.

AdAge magazine reports:

Popular Video

People were so furious about this Pepsi ad that Pepsi pulled it after just one day. Watch it here and decide if it's offensive:

In the first round, YouTube took a scattershot approach, funding a wide variety of producers and concepts that seemed to have promise as well as a lot of mainstream celebrities. A year later, YouTube has a better feel for what worked, namely programming that appeals to a young demographic in genres like humor, music, cars and sports.