You will be redirected back to your article in seconds

YouTube Grows Up with Quality Videos, Talent

YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres.

Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during a keynote at Variety’s Entertainment Summit on Thursday from the Consumer Electronics Show.

PHOTOS: Variety’s Entertainment Summit at CES

Kimmel now has close to 4 million subscribers on YouTube, while Fallon is up to 2 million. DeGeneres is even higher at 7 million, Carloss said.

“For Kimmel, that’s driving engagement and inviting his fanbase to be part of the storytelling, part of the action,” Carloss said. “That’s a powerful invitation for a fan.”

The YouTube exec said broadcasters are borrowing from the playbook of successful YouTube stars and properties, citing “Video Game High School” and “Epic Rap Battles” as effectively interacting with fans through online conversations.

SEE ALSO: The Top 10 Web Series of 2013

DeGeneres, in particular, is using YouTube to identify “water cooler conversations” around the globe, and that has helped her expand her audience beyond the countries in which her syndicated talkshow airs, especially among 13- to 17-year-old girls.

“That audience is now part of the Ellen brand, which wouldn’t happen if it were just on broadcast,” Carloss aid. “Seeing an expansion of the brand can only be positive” when it brings in a younger audience, he said.

Carloss said YouTube provides talent “with as much information as possible” on how their videos are viewed and when audiences tune out.

“The power of that knowledge is pretty useful,” he said.

To grow, Carloss said YouTube is “still trying to demystify a platform that has incredible scale for advertisers,” and he praised videos such as Volvo’s “Epic Split” short film that had Jean-Claude Van Damme perform his signature split using two trucks.

“It’s exciting for us that advertisers are taking advantage of storytelling and using YouTube to distribute it,” Carloss added.

More Digital

  • Jen Ruggirello

    Vidcon 2018 Showcases Diverse Voices, Creators of Color

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

  • lucas the spider - youtube

    YouTube Creators Getting New Options for Paid Memberships, Merch Sales, Video Premieres

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

  • VidCon

    Vidcon Attracts More Traditional Media as Online Video Matures, Becomes More Lucrative

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

  • Fire TV Cube

    Amazon Fire TV Cube Review: Not Ready to Replace Your Remote

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

  • Snapchat Discover_Page_TEST

    Snapchat Extends Shows Format to Creators

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

  • Brian Krzanich Intel CEO Brian Krzanich

    Intel CEO Out Following Investigation of Relationship With Employee

    YouTube wants to “demystify” its online video platform for brands and marketers, pointing out that it’s moved beyond luring young audiences and has secured talkshow hosts like Jimmy Kimmel, Jimmy Fallon and Ellen DeGeneres. Kimmel and Fallon have doubled their subscriber counts over the past year, Alex Carloss, head of entertainment for YouTube, said during […]

More From Our Brands

Access exclusive content