YouTube Developing First European Ad-Supported Original Series ‘Training Days’

YouTube announced at digital media conference DMEXCO today in Cologne, Germany, that it’s developing its first European ad-supported original series Training Days (working title).

Slated for spring 2018 — ahead of the FIFA World Cup — the unscripted Training Days will follow some of the world’s biggest soccer stars off the field, “relaxed and having a laugh,” according to a release. The 10-week show, from London-based production company Fulwell 73 — which is behind The Late Late Show With James Corden and Carpool Karaoke: The Series — will be executive produced by Corden and fellow Fulwell execs Ben Winston, Gabe Turner, and Leo Pearlman. Turner will also serve as director and showrunner.

In each episode of Training Days, a different host will join an elite European soccer team, watch them practice, and then take them on an uproarious, off-field adventure.

“This is our first venture working with European partners to develop advertising-supported premium programming for both global and local audiences,” YouTube’s chief business officer, Robert Kyncl, announced onstage at DMEXCO. “We want to support them in creating groundbreaking stories and formats and expose them to our billion-and-a-half-strong audience.”

While Training Days represents YouTube’s first ad-supported original to hail from Europe, it has developed international projects for its YouTube Red pay subscription service, including Run, BIGBANG Scout! from South Korea and the Turkish cat documentary Kedi.

Kyncl also unveiled some new data about YouTube advertising at the conference, including that average ad viewability on YouTube is 95% — roughly 30 points higher than other destinations across desktops and the mobile web. Additionally, YouTube says that its six-second Bumper Ads, launched roughly a year ago, are being used by more and more brand partners, marking an increase of 70% total advertisers from Q1 2017 to Q2 2017. Kyncl also unveiled a Bumper-specific Global YouTube Ads Leaderboard at DMEXCO — showcasing the most popular ads that viewers choose to watch — which you can check out right here.