YouTube has signed deals with Sony and a host of other content producers as it rolls out site changes that will promote ad-supported, premium content. The deals mark a renewed effort by the Google-owned video site to compete with VoD rival Hulu, which only streams professionally produced content.
Under the deal, YouTube will stream a number of full-length films and TV shows from Sony’s archive. These will include TV shows such as Charlie's Angels and 15 older film titles from Sony's archive, including St. Elmo's Fire and the original 1967 version of Casino Royale.
YouTube will stream Sony content via Sony's branded Crackle video player, which links back to Sony's Crackle.com online video hub. The firms will split ad revenues. The confirmed deal follows rumours, which first emerged earlier this month.
YouTube has also signed deals with a host of programme makers and publishers including Endemol, Anime Network, Shout Factory, Telenext Media, Documentary Channel, First Look Studios, IndieFlix, Saavn, Snag Films, Venevision and Bandai.
YouTube also has deals with CBS, MGM and Lionsgate, and says its partnerships will make "thousands of television episodes and hundreds of movies available for you to watch".
A Google spokesperson says that the site is also in active negotiations with a number of other premium publishers and that it is "looking forward to announcing more content partnerships in the near future."
The move is an attempt to establish YouTube as a premium video player. However, commentators argue that the site still lacks first-run, new release shows – content which many argue is responsible for the success of Hulu, which is jointly owned by News Corp and NBC.
TV programmes and films are currently available on YouTube in the US only, with international roll-outs set to follow.
StrategyEye's related categories: Online Video, Film Producers, TV Producers - General
StrategyEye's related companies: Shout! factory, Sony, Bandai Networks Co Ltd, YouTube, First Look Studios, Endemol
