The multi-platinum and Grammy-nominated artist Demi Lovato is to launch her own documentary show, "Simply Complicated", on YouTube, in a move that the video-sharing platform hopes will help to reverse a downward trend in ad-supported content.
It's the latest in a series of original content announcements YouTube has made.
"Five years ago, 85 percent of all original series were ad supported; today that number has fallen to just over two-thirds, and with significantly more content shifting to subscription services, that shift is accelerating. We see these shows as a way for us to partner with brands and buck this trend," said Susanne Daniels, YouTube's global head of original content, announcing the new show at Cannes Lions advertising festival on Monday.
"Simply Complicated" will be sponsored by Ulta Beauty, the U.S. cosmetics company that last month announced a same-store sales increase of 14.3 percent and revenue of $1.58 billion for the latest quarter. Daniels did not disclose terms of the sponsorship.