After much speculation, YouTube finally announced today that it will be adding new channels from professional content creators in an attempt to "bring an even broader range of entertainment" to the site that will offer "more reasons to keep coming back again and again."
The announcement was made via the official YouTube blog, where Global Head of Content Partnerships Robert Kyncl wrote that the site will soon add "channels created by well-known personalities and content producers from the TV, film, music, news and sports fields, as well as some of the most innovative up-and-coming media companies in the world," although no names were shared at this time.
"These channels will have something for everyone, whether you're a mom, a comedy fan, a sports nut, a music lover or a pop-culture maven," wrote Kyncl, and when he says "everyone," he's not just talking about viewers, as he later makes a point of saying that "for advertisers, these channels will represent a new way to engage and reach their global consumers."
With a new study pointing out that YouTube has a larger share of the broadband internet audience than Netflix while the latter company is having a worrying freefall on the stock market, the timing of this announcement couldn't be better. According to Kyncl, the first of the new channels will appear next month with others rolling out in the following months.
Graeme McMillan is a reporter at TIME. Find him on Twitter at @Graemem or on Facebook at Facebook/Graeme.McMillan. You can also continue the discussion on TIME's Facebook page and on Twitter at @TIME.
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