Internet search giant Google is striving to turn its video-sharing website YouTube into a premium content provider, a report published in Wall Street Journal claimed.

According to the paper, Google has plans to spend $100 million to produce premium content for the website. The overhauled website will offer topic-specific channels.

The changes will be made over time starting later in running year. The changes could bring channels developed by Hollywood production companies.

The move will allow the video-sharing website to encourage people to spend more time on YouTube. This will generate more money via advertisement.

When contacted, YouTube spokesperson said, “We are always working on updating the site and improving the general user experience and interface.”

However, the spokesperson added that they had no plan to make dramatic changes the website’s design in the near future.

But, Google has plans to increase staff at YouTube by more than 30 per cent this year.

YouTube, which was acquired by Google in 2006 for $1.65 billion, is yet to become profitable.