YouTube is testing a hub of free, ad-supported streaming channels with select media partners, looking to compete with Roku, Paramount's Pluto TV, and Fox's Tubi
Select media partners gain another on-platform outlet for free, ad-supported channels, while YouTube adds a more TV-like destination alongside its existing video catalog.
Roku, Paramount's Pluto TV, and Fox's Tubi face a new competitor for viewers and media partners seeking free streaming-channel distribution.
Second-order effects
YouTube's channel-store plans now span both paid subscriptions and free channels, giving partners reason to weigh YouTube against standalone aggregators when deciding where to place programming.
Roku, Pluto TV, and Tubi will need to defend partner relationships and channel discovery against YouTube's broader video platform.
Third-order effects
If YouTube continues pairing third-party subscriptions with free channels, streaming distribution may increasingly center on a smaller set of video interfaces that aggregate multiple business models.
The shift would make the boundary between user-uploaded video platforms and TV-streaming aggregators less distinct, with media companies relying more on intermediary discovery surfaces.
The trend: YouTube is moving toward an all-purpose streaming storefront that combines creator video, free ad-supported channels, and third-party subscriptions.
From YouTube's perspective, this is a very wise move. One more way for YouTube to be the place consumers choose to get entertained. And at this point, there is little doubt that free ad supported streaming channels are compelling to so many people around the world.
Free ad supported streaming channels will earn lots of consumer ⏱️ going forward (as will paid steaming). Big opps. However, there is a large diff in cash flow and moat for the leading content owners when serving consumers directly vs when 45% (+ UI, ad sales, customers) given up…
Exclusive: YouTube is testing a new hub of free, ad-supported streaming channels — another sign of how it is trying to become a go-to destination in all sorts of formats and genres, report @bysarahkrouse @jtoonkel @cityofthetown https://www.wsj.com/...
the indy blogger & webmaster were used as placeholders to get legacy news publishers & legacy media to move into the channel. similarly with the indy video creator on YouTube. they are in the process of being replaced https://www.wsj.com/...
SCOOP: YouTube is partnering with a handful of entertainment companies to test a hub of free, ad-supported streaming channels w/@bysarahkrouse @cityofthetown https://www.wsj.com/... via @WSJ
YouTube Tests Hub of Free, Ad-Supported Streaming Channels YouTube in Talks With Media Companies About Featuring Content in New Offering YouTube Partners With Select Media Companies to Test Hub https://www.wsj.com/...
YouTube in the FAST lane: The Google unit is testing a new hub of free, cable-like ad-supported streaming channels with a small group of media companies that includes Lions Gate and A&E Networks — w/ @jtoonkel and @cityofthetown https://www.wsj.com/...
Scoop: For years it looked like YouTube was leaving ad money on the table not making a FAST channel. Looks like that's about to change (my first @wsj byline w/@bysarahkrouse and @jtoonkel) https://www.wsj.com/...