In their latest move, YouTube, which is owned by Google, will be producing a collection of original, new content that will be available to stream for free through computers, TVs, and phones.

Talk show legend Ellen DeGeneres, as well as musicians such as Katy Perry, Ludacris, and Demi Lovato, along with comedian Kevin Hart are due to star in television-like series produced by YouTube later on this year. The series will be available on the site exclusively, Google announced in a recent blog post.

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“They’re coming late to a party that Netflix and Amazon threw a few years ago and they want to show up with some impressive housewarming gifts,” James McQuivey, Forrester analyst, said. “It signals that YouTube has grown up a little bit.”

Google’s latest announcement same during a time when the company is dealing with widespread advertising withdrawals from YouTube for ads appearing alongside extremist content.

“It gives them a value proposition that, ‘We can run your ads in content that is not only safe, but exclusive and should therefore attract a bigger audience,’” said Andrew Frank, Gartner analyst.

Due to consumers’ “tremendous job” watching an increasing number of TV shows, YouTube’s new series (around seven original shows) will not necessarily convert audiences from watching cable or network television short term, said Frank. However people prefer to hand on demand shows that fit their personal schedules too.

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“It’s not going to undermine the ratings on Thursday night for NBC, but it is going to undermine the habit of watching television the old way, a habit that’s already under siege,” said Frank.

“Down the line, it’s the habit change that’s the most disconcerting to television,” he added. “Google wants to make sure it’s a must-have in the TV 2.0 world.”

The upcoming new shows revealed on Thursday will also contain ads, however the relationship with the consumers will hold more importance, McQuivey said.

“This is itself an advertisement for YouTube,” he stated. “If you wave a big flag, you attract people. It’s (also) getting people to think Google is the company that can solve all their problems.”