YouTube Brings Together Creator Content & Streaming Premium Content With The Launch Of Primetime Channels

Source: YouTube

YouTube announced the launch of Primetime Channels. Through the offering, users can sign up, browse and watch TV shows, movies, and sports from streaming services from SHOWTIME®, STARZ, Paramount+, AMC+, and more in the YouTube app.

Premium Content Alongside Creator Content

Users will see this content integrated directly into their YouTube experience alongside content from their favorite creators. Notably, YouTube isn't prioritizing premium content over creator content either — both will be ranked the same in searches and recommendations outside of personalized experiences.

This move is more than just allowing people to watch native YouTube content and their favorite shows and movies in the same place.

It's a signal of how creator and premium content are much closer when it comes to entertainment despite the differences in budgets or production quality. Similarly to binge-watching a hit show, some people spend hours and hours watching videos from their favorite creators.

How Creator Content Helps Premium Content & Vice Versa

Creator and premium content don't necessarily have to compete against each other. Primetime Channels create a feeder-like system where viewers can watch a TV show and immediately watch a creator do a show recap. On the other end, viewers can see a creator-produced movie trailer breakdown, leading to them watching the movie via Primetime Channels.

YouTube could streamline this experience by curating collections that pair movies and shows with relevant creator content (e.g., movie reviews/recaps, show first reactions, interviews with actors, etc.). Plus, branded content opportunities could be layered to reward creators, driving watch time for Primetime Channels.

Why Hollywood’s View Of YouTube Is Shifting

YouTube offers streaming services access to its 2 billion monthly active users. Though many of these services have their own apps and experiences, they see value in being available to the YouTube community, which is already consuming video content. Hollywood once snarked at YouTube’s streaming ambitions, but there’s been a shift.

Need further proof? Just look at the recent launch of NBCUniversal’s Creator Accelerator Program, which it sees as a way to develop creators into the next generation of TV Talent.