Coming Soon: The Hulufication of YouTube?

by Adam Ostrow

YouTube has been moving to bring in legitimate, licensed content from TV networks and movie studios for some time, inking deals with the likes of CBS and MGM, among others. Now, that professionally produced content is going to become the focal point of the site, as GoogleGoogle reviews plans to launch a major redesign within the next month.

According to ClickZ, YouTube’s main navigation will soon be switched to “Movies, Music, Shows, and Videos. The first three tabs will display premium shows, clips, and movies from Google’s network and studio partners, all of which will be monetized with in-stream advertising.”

Meanwhile, the user-generated content that was the original premise for the site will be relegated to the “Videos” tab. This new navigation makes YouTube considerably more like HuluHulu reviews, who offers two main options in its navigation – TV and Movies – from the video site’s parent companies: NBC and News Corp.

Why would YouTubeYouTube reviews want to emulate Hulu, which, though relatively popular, is still just a fraction of the size of YouTube? The main reason is that YouTube has been somewhat infamously unable to generate much money considering the size of its audience, whereas Hulu is able to attract high-end advertisers both because of its agency ties and its lack of more difficult to monetize user-generated content.

While I understand why Google might want to effectively “hide” user-generated videos from a business perspective, at the moment, it’s going to make the site a lot less engaging for users, simply because of the lack of quality pro content hosted on YouTube. Other than music videos, YouTube’s content catalog lags well behind that of its peers (I recently called it the TBS of online video). Unless deals are reached to bring its content catalog up to par – and these too are rumored – launching the said redesign would seem to be a mistake by YouTube.

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