Next time you see a well-stocked magazine rack, stop and take a look at the titles. You'll find something for everyone, from three different kinds of yoga to pet care to barbecue.
Our interests are extraordinarily diverse, and YouTube appreciates that people's passions could be better served by a diverse array of channels tailored to their interests.
By the end of 2012, around 100 new channels across 18 content verticals will have launched on YouTube from creators as diverse as Amy Poehler and Jay-Z, to Madonna and YouTube star Michelle Phan. Producers Jon Avnet and Rodrigo Garcia are backing a channel called WIGS, starring celebrities such as Jennifer Garner, Virginia Madsen, Jennifer Beals, Julia Stiles and Alfred Molina. And later this year, Machinima will debut a live-action series based on the Halo video game franchise.
The channels aim to create loyal audiences who'll subscribe and tune in habitually to the more than 25 hours per day of new original programming they'll collectively create.
Many of these channels will amass significant followings. YouTube reaches almost two-thirds of 18-to-49-year-olds in the U.S., and its Top 5 channels would be in the Top 20 of cable channels in terms of viewership.
YouTube's new original channels have already racked up millions of views and hours watched: Channel Geek & Sundry attracted 100,000 subscribers before it debuted, and Philip DeFranco's SourceFed has already drawn more than 30 million views.
For brand builders, YouTube's an 800 million-person conversation. Its passionate audiences are prolific sharers of what they love; thousands of advertisers on YouTube are getting one "earned" view for every one they buy.
YouTube Brandcast recently showcased some of the best YouTube creative of the past year and demonstrated the effectiveness of campaigns running across four screens.
As audiences fragment and become harder to reach, splitting their viewing across devices and throughout the day, YouTube is a place where marketers can reach passionate audiences who are not just consuming millions of hours a month of great content but also actively sharing and responding to it.
Add to that Google and YouTube's recently announced improvements in brand measurement, and you have a compelling case for building brands with the world's first global video platform—YouTube.