×

With ‘Karate Kid’ Sequel, YouTube Red Targets 18-49 Demo

YouTube Red’s “Karate Kid” sequel series is part of the subscription video service’s effort to age up.

“We are targeting an 18-49 audience with this,” Susanne Daniels, global head of content for YouTube, said Friday at the Television Critics Association press tour. “That is a part of an evolving strategy for YouTube Red.”

YouTube Red announced Friday a 10-episode series order for “Cobra Kai,” a half-hour comedy series that will reunite “Karate Kid” stars Ralph Macchio and William Zabka in the roles from the original film.

The series is part of what Daniels characterized as a programming slate designed to broaden the audience of the subscription service. When YouTube Red launched in 2016, it did so with series primarily built around celebrities endemic to YouTube’s core ad-supported video service, which boasts more than 1 billion monthly users.

“That was an effective strategy,” Daniels said. “While we will continue to work with YouTube stars, I think we want to expand the programming slate.”

Daniels cited internal YouTube data as evidence that subscription shows featuring YouTube stars are attracting viewers who are not familiar with their ad-supported work. Daniels claimed that some YouTube stars have seen 20% subscriber increases to their ad-supported channels after the premiere of their subscription projects.

“I think we’re getting the loyal core YouTube user and I think we’re bringing in new audiences as well,” she said.

Daniels indicated that YouTube is shifting toward longer, TV-length formats for its subscription series after receiving negative feedback regarding the lengths of some of its early efforts, whose episodes fell in the 10-15 minute range.

“I think it’s a psychological thing,” she said. “If you’re paying for premium content, you want it to look, feel, and smell premium.”

But Daniels declined to comment on the number of subscribers that the subscription service has or what YouTube’s goals are for growing its subscriber base.

“Netflix didn’t share its subscription numbers in their early days either,” she said. “I can’t share that information today. But I can tell you that definitively we are on track, that we are overreaching ambitious goals. We’re really excited about the way that we’re tracking subscription right now, and we’re going to continue to invest a lot in growing that further.”

More Digital

  • Justin Connolly

    Disney Merges All Media Sales and TV Channel Distribution Under Justin Connolly

    Disney promoted Justin Connolly to the new role of president, media distribution, overseeing a single organization that combines all of the company’s media sales and TV channel distribution operations. Connolly previously served as EVP, affiliate sales and marketing, Disney and ESPN Media Networks. Based in New York, he will report to Kevin Mayer, chairman of [...]

  • NASA - International Space Station

    Hulu Is Getting NASA TV in Time for the Moon Landing Anniversary

    Hulu’s live TV service is getting NASA TV just in time for the 50th anniversary of the Apollo 11 mission. In addition to a live feed, which is available only to subscribers of Hulu’s live TV tier, Hulu is also gaining access to select NASA TV series on demand. The live TV deal was announced [...]

  • iheartmedia logo

    iHeartMedia Stock Drops in NASDAQ Debut

    Shares of iHeartMedia, the U.S.’s biggest radio network, fell as much as 7% after they commenced trading Thursday on the NASDAQ Global Select Market. Last month, after exiting a year-long bankruptcy reorg, iHeartMedia announced it was approved for listing on NASDAQ, instead of pursuing an IPO. The company’s shares had previously been traded over-the-counter under [...]

  • iHeartMedia-Pride-Media-TheOutcast-Logo

    iHeartMedia, Pride Media to Co-Produce Slate of LGBTQ+ Podcasts

    iHeartMedia is teaming with Pride Media, the media company whose brands include Out, The Advocate and Pride, to co-produce a slate of LGBTQ+ podcasts in 2019-20. The partnership will kick off with “The Outcast,” an iHeartRadio original podcast co-produced with Out Magazine. Hosted by Out Magazine deputy editor Fran Tirado, the weekly podcast will explore [...]

  • Netflix Reed Hastings

    Netflix Shares Dive After Q2 Stumble: Just a Hiccup or Sign of Bigger Trouble?

    Netflix badly undershot its subscriber forecasts for the second quarter of 2019 — posting its first net U.S. customer decline since 2011 while growth slowed considerably overseas. The company added 2.7 million subs worldwide, almost half as many as the 5 million it had projected. With the big miss, Netflix shares took a predictable hit, [...]

More From Our Brands

Access exclusive content