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A classic YouTube car channel is shifting back into high gear. On February 29, The Drive uploaded its first new video in more than two years and pledged to launch several new programs related to automotive culture.
The Drive, originally known as /Drive, was one of the success stories from the YouTube Original Channels Initiative, a $100 million investment in premium programming that kicked off in 2012. With its blend of editorial content and high-quality videos, The Drive became a hit, picking up nearly two million subscribers and (eventually) more than 470 million views.
Things changed in 2016, when Time Inc. (now part of Warner Bros. Discovery) acquired /Drive and several other YouTube-based car properties, which it merged with its in-house automotive brands. As The Drive editor-in-chief Kyle Cheromcha explained in a recent YouTube video, Time Inc. struggled to understand the properties it has bought. “They had this half-baked scheme to turn the brand into...
The Drive, originally known as /Drive, was one of the success stories from the YouTube Original Channels Initiative, a $100 million investment in premium programming that kicked off in 2012. With its blend of editorial content and high-quality videos, The Drive became a hit, picking up nearly two million subscribers and (eventually) more than 470 million views.
Things changed in 2016, when Time Inc. (now part of Warner Bros. Discovery) acquired /Drive and several other YouTube-based car properties, which it merged with its in-house automotive brands. As The Drive editor-in-chief Kyle Cheromcha explained in a recent YouTube video, Time Inc. struggled to understand the properties it has bought. “They had this half-baked scheme to turn the brand into...
- 3/1/2024
- by Sam Gutelle
- Tubefilter.com
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