According to a Reuters report, Aplhabet Inc’s YouTube is amping up its game when it comes to original programming and creation of scripted series in order to draw new customers from international markets like France, Germany, Japan, Mexico and India to its paid subscription service.

In an interview, Susanne Daniels, YouTube’s global head of original programming said that this programming will encompass multiple genres like music documentaries and talk shows.

While certain content will be available for free on YouTube (with advertising), others will run on YouTube Premium.

“We are targeting markets where we believe we have a tremendous upside in potential subscribers,” Daniels told Reuters. In doing so, YouTube finds competitors in Netflix and Amazon who are running programming for online audiences in their local language around the globe.

Daniels also said that the show “UnCricket” which is available in Hindi, has performed “beyond expectations”.