In May, we reported on YouTube’s plans for free, ad-supported shows based on Demi Lovato and Katy Perry. The latter’s live special happened last week, but now Lovato and YouTube’s original-content boss Susanne Daniels have been talking about the other show, now named ‘Simply Complicated’.
“YouTube is the OG. YouTube has been around for so long. I started my own YouTube channel over 10 years ago and I’ve been able to create my own content and to connect with my fans through there,” said Lovato, who was speaking alongside Daniels at the Cannes Lions conference.
Also news: beauty retailer Ulta will be the exclusive sponsor for the show, although details of how much it’s stumping up have yet to be revealed.
“Why now? Why after all these years do we feel the time is right for advertising-supported originals? Because more and more series are showing up without ads on online subscription services and premium cable channels,” said Daniels, of YouTube’s wider ambitions for ad-supported shows outside its YouTube Red subscription service.
“We see these shows as a way to partner with brands and buck this trend. We see an opportunity to create a powerful new partnership with brands from around the world.”