In celebration of Coachella’s 20th anniversary, YouTube Originals is partnering with Coachella Valley Music and Arts Festival for a feature-length documentary, “Coachella: 20 Years in the Desert.” It is set to premiere March 31. The announcement comes on the heels of Coachella’s official 2020 lineup, and for the tenth year in a row, YouTube is back as the exclusive live stream partner for both weekends of the iconic music festival. Watch the first teaser of “Coachella: 20 Years in the Desert” here.
A documentary feature two decades in the making, “Coachella: 20 Years in the Desert” opens up the vault for the very first time to present the performances and behind-the-scenes stories that shaped the music festival. The film gives a rare look at Coachella’s colorful beginning, presents exclusive, never-before-seen footage and interviews, and features key performances from some of the biggest names in music, including Billie Eilish, Kanye West, Daft Punk, Travis Scott, BLACKPINK, LCD Soundsystem, Rage Against The Machine, Pixies, Swedish House Mafia, Jane’s Addiction, Björk, The White Stripes, Madonna, Moby, Beck, Radiohead and more.
YouTube also announced today that it will return for the tenth year in a row as the official playlist and live stream partner for both weekends of Coachella. This year, YouTube Premium members will receive exclusive Coachella perks, including access to a members-only allocation of passes for purchase. As general on-sale Weekend 1 passes are sold out, YouTube Premium members are one of the only groups with access to this limited supply. YouTube continues to take the magic of Coachella beyond the Indio desert and into the homes and phones of millions of people around the world, providing a global stage for artists and fans to connect with live stream performances from headliners to some of the biggest artists on the rise.
Earlier this year, YouTube promised to make its original shows — exclusive to paying Premium members at the moment — available to the public as ad-supported programming. Now, the Google subsidiary is staying true to its word and making all original…
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Primetime is no longer defined by the time the show is aired, but by the connection that content has with its audience. We see this reflected through over 150 million hours of YouTube watchtime per day on TV screens alone.1 In this next era of entertainment and information, we’re more committed than ever to YouTube being a platform for fresh voices, authentic stories, and thought-provoking dialogue.
Tonight at our seventh annual newfront event, Brandcast, we unveiled the latest content trends and new ways for advertisers to connect with their most attentive audience to drive unmatched results for their business. Brandcast is where advertisers, creators and fans come together to celebrate the vibrant community of YouTube.
Doubling down on can’t-get-enough-of original content
At last year’s Brandcast, we announced our new slate of ad-supported YouTube Originals, bringing shows from top Hollywood talent and YouTube creators to everyone, everywhere. From the Slow Mo Guys to Kevin Hart, our first year slate of brand-sponsored shows amassed over 700 million views across all episodes and related clips.2
Katy Perry’s 96-hour livestream, “Witness World Wide,” was named one of Time Magazine’s Top 10 TV shows of 2017, and just today, “Demi Lovato: Simply Complicated” was nominated for Best Music Documentary for the 2018 MTV Movie & TV Awards. All of this content was free and available to YouTube’s 1.8 billion monthly logged-in users3 as a result of partnerships with brands like Johnson & Johnson Consumer, Ulta Beauty, LL Bean and more.
As we move into our second year, we plan to build on the success of our first. We’re using the global reach of YouTube to shine a light on the human stories that inspire us, make us smarter and demonstrate the potential of what we can achieve. Here’s a sneak peek of a new slate of shows that will not only engage and entertain, but also celebrate diverse and authentic voices:
After generating significant viewership, we’re bringing back these audience favorites:
In addition to the can’t-miss shows above, we’re also excited to announce we will be rolling out even more Artist Spotlight Stories—intimate and personal video portraits of music artists who are pushing the boundaries of creativity and connecting with fans in unique and powerful ways on YouTube. We will be partnering with artists, including Shawn Mendes, J Balvin, Janelle Monáe, and more, on Spotlight Stories this year.
Making even more top content accessible to advertisers
Every one of the shows outlined above will be available through Google Preferred—our premium content offering for advertisers—so that brands can continue to access some of the most popular stars and inspiring stories on YouTube. Year-over-year, we continue to see tremendous growth from Google Preferred. In fact, Google Preferred Lineups reach more 18-49 year-olds monthly than any cable network or full episode player.4
Today, we’re adding to that momentum. For the very first time, Google Preferred Lineups and Breakout Videos will include our complete music universe, including eligible VEVO channels and videos. This gives brands the unprecedented opportunity to advertise against virtually all music in the world, from fresh talent to the most popular music icons. Thank you to our partners at Sony Music, Universal Music Group and VEVO who have joined Warner Music Group and countless independent record labels to bring all of this exciting music to you.
We’re also focused on giving brands even more opportunities to advertise against some of the most influential live music events with Google Preferred and sponsorships. Once again, we are an official livestream partner of the Global Citizen Festival, and we will livestream shows from multiple cities around the world. And, we’re thrilled to announce we have renewed our exclusive livestream partnership with Coachella for an additional three years. The renewal will take YouTube through 2021, which will mark 11 consecutive years of a Coachella webcast on YouTube.
Beyond music, we are also launching a new product improvement to help advertisers reach audiences among some of YouTube’s most popular content. We’re adding new signals to enhance affinity segments on Google Preferred so advertisers can engage with the most relevant audience, creating a richer experience for brands and users alike.
Offering undivided attention and unmatched results
We’ve always believed that when you put the user first, great things will follow. By providing our audience with a home for immersive, engaging video content and our advertising partners new ways to reach their customers that are relevant and assistive, we can deliver greater impact for everyone. Looking across Nielsen Matched Panel Analysis (MPA) studies we’ve run to date, we see that over 70 percent of YouTube campaigns drove a significant lift on offline sales.5
We recognize the need to hold ourselves accountable with first- and third-party measurement tools. That’s why we’ve partnered with trusted experts, such as MOAT on viewability and Nielsen on reach, among others. And tonight we announced we’ll continue this work by extending sales lift measurement to Nielsen Catalina Solutions, soon giving advertisers a new option to measure the effectiveness of YouTube campaigns at moving products off the shelves.
Check out #Brandcast to see highlights from the night.
Kate Stanford, Head of Global Advertiser Marketing at YouTube, recently watched “WORLD RECORD – Longest Domino Line EVER!”
1YouTube Internal Data, Global, Accurate as of Jan 2018. Based on seven day average of watchtime for TV screen devices, which include smart TVs, Roku/Apple TV and game consoles
2Google Data, Global, April 2018
3YouTube Internal Data, Global, March 2018
4Google commissioned Nielsen custom fusion study. Desktop, mobile and TV fusion. TV measurement of all individual U.S. cable networks. Reach among person 18-49 (Live +7, one minute qualifier), television only, September 2017.
5Commissioned Nielsen Matched Panel Analyses – Base: 55 YouTube Campaigns from 2016-2017 across nine countries; count based on tested strategies with a lift based on a one-sided significance >80 percent
Other than its innovated VR180 format and YouTube TV expansion, Google's video streaming site found time to mention its subscription package during Vidcon 2017. For 2017 the YouTube Red Originals lineup has a mix of new series on the way including an…
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While the first official trailer for Alien: Covenant showed us terrifying images of a colony ship gone horribly wrong, this new preview gives us a full, uncut scene. It's a stunning glimpse at the titular ship's crew relaxing together with a final me…
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YouTube Red Originals are now live! The first four original series and movies from your favorite creators are now available, exclusively for YouTube Red members. Members can now enjoy movies and shows from Lilly Singh, Rooster Teeth, PewDiePie and AwesomenessTV. And fans who haven’t signed up for YouTube Red yet can watch short previews or sign up for a free 30-day trial YouTube Red membership.
Here are the first of many new YouTube Red Originals to come :
We’ve loved working with our creators on these series and movies and seeing them take their passion to new heights. We’ve never seen PewDiePie more scared or seen Lilly crush it as hard as she does on her world tour. We’re blown away by Meg DeAngelis’ moves and the way the Dance Camp crew breaks it down. And who ever thought the human race could rely on the Rooster Teeth guys to save them from an alien invasion? We love these new features and couldn’t be more excited to share them with YouTube Red members today.
And as we mentioned in our blog post last week, this is just the beginning. We’re also excited to announce two brand new projects set to be released later this year:
As you can see, 2016 is shaping up to be an exciting year for YouTube Red members with a steady stream of amazing new original movies and series coming soon. YouTube Red members can check out our new YouTube Red Originals channel to stay up to date on the latest movies, shows, clips, trailers and exclusive behind-the-scenes content from your favorite creators. And if you haven’t already, sign up here for a YouTube Red membership and the first month is on us (if you’re outside the U.S., you can click here for more details on availability in your country).
Susanne Daniels, Global Head of Original Content, YouTube, recently watched “Elton John Carpool Karaoke.”
The wait is over! On February 10, we’ll premiere the first of our YouTube Red Originals. In addition to getting all of YouTube uninterrupted and a premium YouTube Music experience, a YouTube Red membership will now give you exclusive access to new original series and movies from some of our top creators, beginning with these first four:
The diverse, dynamic creators behind these films have already built massive audiences on YouTube, rivaling many cable shows. With YouTube Red Originals, we want to help them tell bigger and bolder stories that delight you, their fans. YouTube Red is your opportunity to support the passion projects your favorite creators have only dreamed about until now. If you haven’t already, sign up here for a YouTube Red membership and the first month is on us.
And these series and movies are just the beginning. We have lots more thrills, chills, LOLs, smiles, romances and surprises from more of your favorite YouTube stars coming later this year. In the meantime, check out our new YouTube Red Originals channel to stay up to date on the latest clips, teasers and trailers for our series and movies.
If you live in a country where YouTube Red hasn’t launched yet, never fear! We’ve got you covered. Click here for more details on when these new series and movies will be available in your country and how you can watch them.
Susanne Daniels, Global Head of Original Content, YouTube, recently watched “Snowboarding With the NYPD.”