You will be redirected back to your article in seconds

Susanne Daniels Jumping From MTV to YouTube

Susanne Daniels is exiting her post as programming chief at MTV to join YouTube in a newly created position leading the platform’s budding original content efforts.

As vice president of YouTube originals, Daniels will oversee development and production of content for the world’s highest-trafficked video source. The move isn’t expected to be a major shift in programming strategy for Google-owned YouTube, which is already pretty far along in its plan to expand its originals.

In April, YouTube revealed that select digital stars including the Fine Bros., Prank vs. Prank and Smosh would be part of a first wave who would get increased funding in order to realize more ambitious programming efforts than the more modest budgets that have marked the company’s efforts in the past.

Daniels will report to Robert Kyncl, global head of content and business operations at YouTube. Kyncl had spoken of needing to ramp up original efforts as YouTube prepares to take its digital native stars and take their programming efforts to the next level.

“Susanne is an executive whose incredible instincts have led her to consistently generate pop culture hits that audiences relate to and root for,” said Kyncl. “Susanne’s deep expertise in programming will be invaluable to us and our top creators and help them foster even more ambitious projects for YouTube.”

Part of what is driving YouTube’s originals efforts is the creeping challenge represented from fellow juggernauts like Facebook, which has seen its online video efforts gather considerable momentum over the last year, as well as upstarts like Vessel, led by former Hulu chief Jason Kilar. Both companies have been attempting to woo away digital celebrities from YouTube.

It’s a sign of maturation for the digital content space and its programming efforts that a seasoned TV veteran like Daniels, whose resume also includes high-profile stints at Lifetime and the WB, is taking on a new challenge at YouTube. While other digital power players like Netflix and Amazon have moved faster to advance their own premium long-form content initiatives, none have picked as prominent a TV executive as Daniels to lead their efforts.

It’s also a sign of the times that Daniels is stepping away from the helm at MTV, which was once the network perceived as being the leading brand among adolescent viewers, and joining YouTube as digital content alternatives have been blamed for stealing away younger consumers. Viacom, parent company for MTV, in particular has seen significant decreases in the Nielsen ratings among youth demos across many of its networks over the past year, though some of those losses can also be chalked up to the inability to measure changing content consumption across platforms.

Alex Carloss, who has led YouTube’s original programming efforts, will continue, with his team now reporting into Daniels.

Also among the first digital-native celebrities that will be part of the YouTube originals initiative is Joey Graceffa, who was named among the top 12 digital stars working today as part of Variety’s #Famechangers ranking.

More TV

  • Jan Guillou's 'The Great Century' Being

    Jan Guillou's 'The Great Century' Being Adapted as Epic Drama Series (EXCLUSIVE)

    “The Great Century” is being adapted as an epic drama series by Dramacorp-Pampas Studios, which has landed the rights to Swedish author Jan Guillou’s book series. Guillou is known for his “Hamilton” spy-thriller novels, which Dramacorp-Pampas Studios has brought to TV as “Agent Hamilton.” That project had an international premiere at Mipcom and has presold [...]

  • Lilly Burns Tony Hernandez

    Variety to Honor Jax Media Chiefs Tony Hernandez, Lilly Burns at New Leaders Event

    Emmy Award-winning producer Tony Hernandez and Emmy-nominated producer Lilly Burns will receive the Creative Leadership Award on behalf of Jax Media at the Variety New Leaders event presented by City National Bank, taking place Nov. 14 in New York City. As founders of Jax Media, Hernandez and Burns have produced shows and specials such as [...]

  • Editorial use only. No book cover

    Virginia Leith, Female Lead in Stanley Kubrick's First Film, Dies at 94

    Actress and model Virginia Leith, who starred in Stanley Kubrick’s first film “Fear and Desire,” which he later disavowed, has died. She was 94. According to family spokesperson Jane Chalmers, Leith died after a brief illness at her home in Palm Springs, Calif. on Nov. 4. Born on Oct. 15, 1925, Leith met Kubrick in [...]

  • Friends

    'Friends' Reunion Special in Early Planning Stages at HBO Max

    More “Friends” could well be there for you when the HBO Max rain starts to fall. An unscripted “Friends” reunion special is in the works at the forthcoming WarnerMedia streamer, Variety has confirmed with sources. Sources say original cast members Jennifer Aniston, Lisa Kudrow, Courteney Cox, Matt LeBlanc, Matthew Perry and David Schwimmer are in discussions [...]

  • TC3_SM_060718_238A4600.cr2

    'The Crown' New Season: Netflix to Offer Opening Episode for Free in the U.K.

    When Olivia Colman steps into the royal shoes of Queen Elizabeth II, viewers in the U.K. and Ireland will be able to watch for free as Netflix makes the eagerly awaited Season 3 curtain-raiser available gratis. The streaming giant will launch the series opener on a dedicated site for a limited period starting Sunday, making it [...]

  • T.R. Knight

    TV News Roundup: T.R. Knight Joins HBO Max's 'The Flight Attendant'

    In today’s TV news roundup, “Grey’s Anatomy” star T.R. Knight joins HBO Max’s “The Flight Attendant” and BET renewed “Games People Play.” CASTING T.R Knight has been cast in HBO Max‘s dark comedy “The Flight Attendant.“ Knight will play Cassie’s (Kaley Cuoco) older brother, Davey. When Cassie’s life starts to unravel, Davey deals with the [...]

  • Days of Our Lives Bill Hayes

    'Days of Our Lives' Cast Members Released From Contracts

    The entire cast of the NBC soap opera “Days of Our Lives” have been released from their contracts, Variety has confirmed. The daytime drama has run for over 13,000 episodes since first debuting in 1965. The show will go on hiatus at the end of November, though it has shot enough episodes to last through the [...]

More From Our Brands

Access exclusive content