YouTube Buys Mobile Video Startup Directr

/ Aug 7, 2014

youtubemobilevideo

YouTube has acquired Directr, a mobile video app that allows anybody to create video content. Financial terms of the deal were not disclosed.

Available only on iOS devices at the moment, the Directr app provides tools for the entire video-creation process, from storyboarding to subtitling. Its software was targeted to independent creators and small businesses that didn’t have the resources for a full production suite.

According to a post by YouTube, that focus won’t change. The team at Directr will join YouTube’s video ads team, where they will help “make it easier for advertisers to create and upload awesome videos.”

The Directr app isn’t going anywhere, either. “Besides making the existing Directr app free on iOS, we aren’t making any immediate changes,” the company said.

While YouTube recently launched a bunch of new products and tools to help creators on the platform, a large focus for the company remains bringing more brands on board — just look at who’s running the show now. Earlier in the spring, YouTube unveiled Googled Preferred, which allows advertisers to buy ads against the top-performing channels on the site. But if YouTube wants more brand money, it has to encourage them to create content for its site, which the Directr team seems best suited for.

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