Content studios tap YouTube to launch originals

YouTube has become the preferred debut platform for some originals put out by content studios despite the lure of video streaming companies Netflix, Prime Video and JioHotstar in the country.

- Lata Jha

While Aditya Birla-owned Applause Entertainment has launched a children's animation channel, ApplaToon, on YouTube, The Viral Fever (TVF) has also dropped shows such as MitronPolitan and Very Parivarik on the platform—even after the strong success of originals like Panchayat on major OTT platforms.

Experts said programming that doesn't require massive upfront investment can find its true value on YouTube, where the company can own the brand and build a dedicated fandom, unlike deals with OTT platforms that often require giving up on intellectual property (IP).

Partnerships on YouTube are based on revenue-sharing arrangements, unlike streaming services, many of which are cutting down on budgets and negotiating hard margins on productions.