Watch out Netflix and Amazon, there could be a new content creator on the horizon

Apple’s video creation ambitions take a step forward with its latest hire. This week, Apple recruited ex-YouTube and Spotify executive Shiva Rajaraman, who will reportedly be working on Apple’s upcoming video strategy amongst various other things.

Throughout his eight years at YouTube he worked on all aspects of the service, but most noticeably was involved with licensing deals with big content providers like Disney. He also worked on bringing content to Spotify in his two years there. This experience could be vital as Apple looks to increase its original programming output.

Apple already has some original programming in the pipeline, having bought the rights to Carpool Karaoke and started work on the app-pitching reality show Planet of the Apps. It’s also working on a scripted show called Vital Signs which will be written and produced by Dr Dre.

As it stands, these series will be available to anyone with an Apple Music subscription, which makes the content more of a bonus to give extra value to the service over competitors like Spotify. Apple would have to spent a lot of money to try to compete with the big boys of video streaming, but that’s not to say it will never happen – Apple has pretty deep pockets.

Typically, Apple is keeping quiet about its long-term intentions, but the hire of Rajaraman could be an indication that the company is getting serious about ramping up production of its own original content.