12 November 2012 12:13 PM, PST | Thompson on Hollywood | See recent Thompson on Hollywood news »

After YouTube socked nearly $100 million into original content channels last year,  the company now has to choose which of its most successful partners will receive further investment. Reportedly only 30-40% of the original recipients will see an additional round of funding, but this time YouTube partners could glean a total of some $200 million. In the first round, YouTube cast a wide net, giving money to a variety of projects. A year later, it's apparent which sank and which were able to swim. A celebrity name wasn't enough to buoy a project into a hit, although this was a main strategy in terms of channel creation (Ashton Kutchter, Amy Poehler, Rainn Wilson, Jay-z and a slew of others were all initially recruited). Meanwhile, the channels that prioritized amassing a large viewership came out ahead, with YouTube's top 25 ranking new channels averaging more than a million hits a week, and tallying more than 100K subscribers (i. »


- Beth Hanna

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