Fullscreen has launched its own subscription video platform to rival YouTube’s offering.

Until now, the online talent company has worked on free platforms such as Instagram, Snapchat and YouTube.

However, Fullscreen said the economics of producing premium video on ad-supported platforms “did not work out”.

One industry analyst questioned whether Fullscreen had the brand recognition necessary to attract a big audience.

Fullscreen describes itself as a “modern media company”, part talent agency, part content producer. It has a roster of 75,000 “partners”, predominantly recruited through YouTube.

It has traditionally made money by brokering advertising deals for its talent, providing support to smaller video-makers in exchange for a cut of their ad revenue, and by selling tour tickets and merchandise for its biggest stars.

However, Fullscreen said it had needed to create its own subscription video platform to let video-makers “fulfill their artistic ambition”.

Consumers are increasingly rejecting expensive cable TV packages and instead subscribing to individual streaming services, known as over-the-top services.

In October 2015, Google launched its own bid to capture a new market with a premium video service called YouTube Red.

Its service features prominent YouTubers in long-form productions, although Google has not yet revealed how many paid members it has attracted.

Undercutting Google’s $9.99 offering, Fullscreen’s subscription service will cost $4.99 a month, with programs viewable on a standalone app and website.

Fullscreen said it would bolster its offer of online originals with traditional programs from TV and film studios.