YouTube to Release “Choose-Your-Own-Adventure” Original Content

YouTube is set to roll out new original video content with a “choose-your-own-adventure” format. “Choose-your-own-adventure” programs are interactive videos that allow viewers to decide how a story will conclude. The move follows the footsteps of streaming giant Netflix, which has been releasing content with an interactive format. As the release of Netflix’s interactive sci-fi film Black Mirror: Bandersnatch received much fanfare, YouTube hopes that venturing into the same storytelling format will increase its viewership and advertisement sales. Although YouTube is widely known as a free video-sharing site, it also provides a video streaming subscription service called YouTube Premium. Original content produced by YouTube, such as the interactive programs currently being developed, is released and accessed only through the paid streaming service. According to a YouTube representative, the company has designated a whole team dedicated entirely to developing interactive programs and live specials. However, the availability of interactive programs on YouTube Premium might take a while because creating various options and endings requires more production time, effort, and funding as compared to regular programs. Despite this challenge, YouTube assured that its first few interactive projects will soon be introduced to the public. YouTube’s current initiative is not its first foray into interactive content as the company has featured some interactive advertisements in the past. Brands like car manufacturer Audi have used YouTube as a platform to interactively engage customers and advertise products. However, the streaming site has yet to produce its own original ad content.