CANNES, France – Speaking at TV conference Mipcom, Susanne Daniels, global head of original content at YouTube, said Monday that the creators of the platform’s original shows were drawn from a far broader spectrum of society than those making content for traditional media companies.“Over the last 11 years we have seen a rich mosaic of creators emerge as diverse as the global community who watch videos on YouTube every month,” she said. The website was now enabling some of these creators to...
In 2015, Daniels left MTV, the game-changing, youth-oriented cable outlet of the ‘80s, to become the global head of original content at the ground-shifting digital platform of the 2010s, YouTube, charged with assembling a slate of series for YouTube Red, its new ad-free video and music subscription service.
Instead of trying to turn YouTube Red into the next Netflix, Daniels called on some of the platform’s biggest stars to topline series (“Scare PewDiePie,” “Rhett & Link’s Buddy System”), features (“Lazer Team”) and documentaries (Lilly Singh’s “A Trip to Unicorn Island”). She also proved her commitment to diversity with projects such as Wong Fu Production’s series “Single by 30” and an upcoming doc about transgender vlogger Gigi Gorgeous. But Daniels isn’t afraid to call on traditional media talent. YouTube Red’s upcoming slate includes series executive produced by Dwayne “The Rock” Johnson, Doug Liman (“The Bourne Identity”) and Dan Harmon (“Community”).
Daniels began her career as the assistant to exec producer Lorne Michaels on NBC’s “Saturday Night Live,” and was later elevated to manager of development for his production company Broadway Entertainment, working on the sketch series “The Kids in the Hall” and the movie “Wayne’s World.” She went on to head programming Lifetime Television and The WB Network (now The CW).
In 2012, Daniels was named president of programming at MTV, where she boldly expanded the onetime music channel’s narrative series slate with such shows as “Faking It” and “Finding Carter” and revamped its signature reality series “The Real World.”