YouTube Nation, a daily show that exhibited trending videos on the platform, has been cancelled less than a year after it launched.
The joint project from Google’s YouTube and DreamWorks Animation was sponsored by Verizon and hosted by Jacob Soboroff (pictured), although different web personalities, curators and producers also frequently fronted the clips. It had more than 2 million subs and the individual videos received tens of thousands of views or more.
The project was launched as a way to spotlight and promote different talent on the platform, but it was conceived before Google launched its Preferred offering for advertisers and with it, a multimedia campaign promoting top influencers. Resources are now instead being allocated to similar paid media campaigns, which have begun to roll out in international markets. Channels like Vice News, Zoella and The Slow Mo Guys are promoted through TV, out-of-home and online advertisements in the U.K., for example.
“We want to thank the team at YouTube Nation for working so hard over the last year to bring fans an in-depth look at the amazing breadth of creators on YouTube. We are always looking at ways to spotlight our creator community, and plan to focus our efforts around other initiatives, including our global advertising campaigns and YouTube Originals,” said YouTube’s head of entertainment comms Michelle Slavich in a statement.
YouTube Nation‘s last show is Friday. The news of the cancellation was initially reported by Tubefilter.