Lovato, who also appeared at the event, said she felt the time was right after 17 years in show business. “I feel like I’m at a pivotal point in my life and I’m turning 25, I’m in a place where I’m looking at my future and my past and I want to share this with my fans,” she said.

Ad-supported content can be described as any kind of content that has advertising around it. Daniels added that more and more new series were being created without ads on online subscription services and premium cable channels, highlighting this as a reason why the company has opted for “advertising supported originals.”

TV and video content providers are huge rivals, with Amazon bringing live streaming to Europe last month, threatening Sky’s dominance in the pay TV market in the region.

In the U.S., Daniels claimed that YouTube can threaten the cable networks. “Because TV is programmed region by region, generating a global conversation is so much harder and often impossible. Creators are not held to timeslots, episode lengths and can adjust their content on the fly because of the feedback positive and negative is in real time,” she said.

Last week, Katy Perry used YouTube’s new livestreaming service to promote her new album “Witness“, where cameras filmed her for 96-hours straight, which Daniels claims was viewed by 49 million people in 190 countries. YouTube has also announced original series from Ellen de Generes and Ryan Seacrest, among others.

Separately, YouTube announced Sunday it is stepping up the way it tackles extremist content on the site, in the face of broader criticism of internet companies by politicians.

Correction: This story has been updated to reflect that Susanne Daniels was commenting on a downward trend in ad-supported content.

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