YouTube and its parent, Google, have been expanding their footprint in L.A.
#From itheater to youtube tv#
How Susanne Daniels is getting ahead of streaming warsįour years ago, veteran TV executive Susanne Daniels was tasked with an ambitious plan: build a set of original programs that would leapfrog YouTube into a prominent player in the subscription streaming marketplace, competing against the likes of Hulu and Amazon Studios. The San Bruno-based YouTube also will become the theater’s exclusive video services and music streaming partner.Ĭompany Town YouTube doesn’t want to compete with Netflix. As part of that arrangement, YouTube became the official video streaming sponsor of the Rams, Chargers, SoFi Stadium and other campus venues. YouTube’s involvement is part of a deal struck last fall that awarded the platform’s parent company, Google, the cloud-storage contract for SoFi Stadium and Hollywood Park. Rams owner Stan Kroenke backs the project on the site of the former racetrack. Developers plan to eventually add retail shops and residential units. The three-story arena is expected to become a featured attraction in the nearly 300-acre Hollywood Park development that is home to the $5-billion SoFi Stadium, where the NFL Rams and Chargers play the American Airlines Plaza and an office complex. YouTube is raising its profile in Los Angeles’ cultural scene with the naming rights deal. Google has moved a step closer to transforming the historic Spruce Goose hangar in Playa Vista into a state-of-the-art office and production facility, the latest sign of how tech giants are expanding their presence in Hollywood’s backyard. The venue could serve as a launchpad for influencers hoping to translate their huge virtual audiences into live in-person ones.Ĭompany Town Google expands in Playa Vista in historic Spruce Goose hangar
“It’s a continuation of that ability for creators to make a living because of YouTube.” “Imagine now being able to bring that to an audience of 3,000 or 6,000,” Courtin said. YouTube sees the theater as another perk for its video creators. YouTube already has an original programming division to work with creators to produce shows and films. These behemoths are stepping up recruitment efforts by offering budding talent financial support and expertise in building fan bases. Such companies recognize that social media influencers can help draw attention to their platforms, increase the amount of time consumers spend on their sites, and attract advertisers desperate to reach younger audiences. The moment comes as YouTube, a pioneer in building social media stars, faces increased competition for talent from its rivals Facebook and TikTok. “That intimacy that YouTube has always created between the actual creator and the fan, no matter where they are in the world, is something we’d like to continue even in the IRL space,” Angela Courtin, YouTube’s vice president of brand marketing, said in an interview.Ĭruz, in a statement, said having her content displayed on a big screen in the Hollywood Park complex was “a pinch-me moment.” The partnership with Hollywood Park gives YouTube opportunities to generate high-profile content - including livestreamed concerts and e-sports competitions - for its massive platform, and also test the IRL (in real life) appeal of its online artists. A signature flourish sits just outside the theater: an innovative 13-foot-tall digital screen where passersby can see content featuring Cruz and other YouTube influencers. YouTube Theater, a 6,000-seat arena next to SoFi Stadium in Hollywood Park, opens this month, marking the internet video giant’s further expansion into live events. Soon, the 26-year-old internet influencer will get exposure at an unlikely venue - a performing arts theater in Inglewood. Remi Cruz is a social media star with more than 5 million followers, a podcast and YouTube channels where she dishes out cooking tips and lifestyle advice.
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