In 2022, YouTube appeared to abandon its push into original TV. However, former YouTube Originals executive Susanne Daniels believes the platform merely hit pause.
Daniels is perhaps best known for helping launch Cobra Kai during her tenure as YouTube’s global head of original content. The Karate Kid sequel series debuted on YouTube Red in 2018. While there, it built a strong audience and earned several award nominations. In 2020, Netflix acquired the series, where it continued for another three seasons.
Susanne Daniels Thinks YouTube Will Return to Original TV
Speaking at the Monte-Carlo TV Festival, where she is chairing the event’s digital jury, Daniels reflected on YouTube’s early efforts to compete with Netflix and traditional television networks.
Susanne Daniels in 2017 – Otto Albrecht, YouTube
“Neal Mohan was very averse to it,” Daniels said. At the time, Mohan was YouTube’s Chief Product Officer. “But now that he’s [CEO and] running YouTube, I think he’ll come around to it,” she added.
Daniels also pointed to YouTube’s recent deal to stream the Academy Awards beginning in 2029. She suggested the agreement demonstrates the platform’s growing interest in exclusive programming. While the Oscars are not original TV content, the deal places YouTube in a role traditionally occupied by broadcast television networks.
YouTube’s Platform Status Could Create Problems
However, Daniels cautioned that a renewed push into original TV could create challenges if YouTube moves beyond its role as a distribution platform for third-party content. She said it was an issue the company encountered during her tenure.
The logo for YouTube TV – YouTube
“The distinction is that they claim they’re just a platform, and that was one of the problems when I ran original content for YouTube,” she said. “In Europe it caused an issue for YouTube/Google because we were no longer able to hide behind the ‘we’re just a platform’ strategy because we were making original content.”
YouTube is already facing regulatory challenges in the U.K. Under new legislation, users under the age of 16 will be prohibited from accessing certain social media platforms, including YouTube, beginning next spring.
Cobra Kai Remains YouTube’s Biggest Original TV Success
While YouTube produced a handful of original TV series during Daniels’ time at the company, Cobra Kai was by far its biggest success.
Daniels explained that she wanted to acquire the series as soon as she saw it. Although she ultimately secured the show for YouTube, she believes it never reached its full potential because the company “didn’t know what to do with original content.”
“I was very frustrated when I launched Cobra Kai, because I knew this was a very special show, and it had the potential to break through,” Daniels explained. “Our testing showed that too, but I couldn’t get YouTube/Google to use the show in ways that I thought would help it.”
Daniel LaRusso faces Johnny Lawrence in a rematch from their fight from the first Karate Kid in Cobra Kai on Netflix – YouTube, Nerd Clips HD
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Still, the media landscape has changed dramatically since 2022. YouTube may now have an opportunity to produce original TV content on a scale that would be difficult for audiences and competitors alike to ignore.
YouTube Already Dominates TV Viewing
According to a graphic shared by Samba TV last May, YouTube accounts for an impressive 13.1% share of TV viewing time. That figure surpasses every major streaming service. While much of that audience is currently watching creator-driven and third-party content, Daniels believes YouTube could eventually leverage that reach to support original TV programming.
Apple spends $20B for every 1% of TV time.
YouTube does it for $1B.
Content volume isn’t the same as attention. The gap between spend and share tells the real story.#AttentionEconomy #TVData #Streaming #MediaStrategy #Samba pic.twitter.com/CZJZbCIlF0
— Samba (@samba_tv) May 13, 2026
Her comments also arrive at a time when YouTube creators such as Curry Barker and Kane Parsons are increasingly reshaping Hollywood.
Ultimately, if YouTube decides the economics and audience demand are right, the platform that launched Cobra Kai could once again find itself competing directly with Hollywood studios and streaming giants in the race for original TV programming.
Do you think YouTube will make original TV content? Sound off in the comments and let us know!
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