Drew and Jonathan Scott, the hosts and executive producers behind HGTV’s flagship show Property Brothers, have launched an original long-form series on their own YouTube channel. Open Concept premiered on November 10, with new episodes scheduled to drop on Tuesdays and Fridays.
The series mixes home and lifestyle topics with games, challenges and guest appearances. In the opening episode, the brothers look through unusual US property listings and decide which homes they would flip and which they would pass on, inviting viewers to make their own picks in the comments. Upcoming guests include YouTube creators Rhett & Link, iJustine and Jenna Ezarik, and Simone Giertz.
The Scotts launched the series on an established channel. Drew & Jonathan had 174,000 subscribers at time of writing, and the brothers have previously used it to react to unusual property listings. The Property Brothers franchise also has dedicated accounts on Facebook and Instagram. Scott Brothers Global says the duo’s TV shows air in more than 160 countries. Their credits include Celebrity IOU and Brother vs. Brother alongside the Emmy-nominated Property Brothers.
The launch illustrates how established TV talent can use social channels to develop original formats around the personalities and expertise that audiences already know. Gordon Ramsay has taken a similar route with YouTube series including Ramsay in 10 and Scrambled, which pairs celebrity interviews with a cooking challenge. Alan Titchmarsh has taken a similar approach in the gardening genre.
For the Scotts (pictured), a twice-weekly schedule on YouTube gives viewers a regular reason to return, while guests such as Rhett & Link bring the brothers into contact with audiences built on YouTube itself.
