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Yahoo Japan chases Chinese rivals with new video platform

Roster of 200 influencers to produce how-to clips and other bite-sized content

Natty, a popular yoga instructor on Instagram, is one of several content creators producing video for Yahoo Japan's platform. (Photo courtesy of Yahoo Creators Program)

TOKYO -- Yahoo Japan launched a video platform dedicated to content from social media influencers, taking a chance on a field crowded with both established and emerging rivals in hopes of reviving its earnings.

The Yahoo Creators Program, announced on Oct. 30, focuses on 1- to 2-minute clips made by influencers and other creators under contract with the company. The content will then be shown on Yahoo Japan's homepage.

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