YouTube to turn video consumption on its head

Back in October, YouTube announced its intentions to create premium channels, Mashable reports. By partnering with the likes of Ashton Kutcher and Shaquille O'Neal, as well as a slew of well-known media outlets such as The Wall Street Journal and The Onion, YouTube is attempting to create a narrowed-down and passive viewing experience for users.

YouTube plans to launch at least 100 "premium content" channels in all this year, with the ultimate goal to create an experience similar to watching TV. 

"We're entering the third wave of media," said YouTube head Salar Kamangar, as quoted by the news source in a separate article. "The first wave was the broadcast networks. The second wave was cable networks. Now it’s about giving people exactly what they want to watch today."

Kamangar added that it's difficult for users to find a "continuous stream" of video content for their specific interests. The premium channels look to rectify that. "The idea is that you'll subscribe to a channel and … just keep watching," he added.

YouTube has invested $100 million in the project, and plans to cater to topical subjects such as business news, food, dance, education, pets, fashion and fitness. Local search marketing professionals in these specific niches should take note.