YouTube is launching Primetime Channels in the UK with content from partners Paramount+, Lionsgate+, Hayu, History Play and Crime & Investigation Play.
The Google-owned platform says Primetime Channels will provide media partners with “a new and effective way to reach wider, more diverse audiences.”
“The need to jump from app to app to get to desired content disrupts and adds friction to the user experience” said Richard Lewis, Director of Partnerships, YouTube UKI. “Primetime Channels gives users access to official TV, movies or streaming service content all in one place. And with Brits increasingly watching YouTube from their TVs, this offering will complete their entertainment journey on the platform”.
The UK is the third market where Primetime Channels is available globally, following successful launches in the United States and Germany. It competes with Amazon Prime Channels and also features Paramount+, Lionsgate+, Hayu, Britbox and Discovery+ among others.
DAZN services will also soon launch on Primetime Channels in the UK and Germany, and Hayu will be available in Germany also. “Removing friction and making it as easy as possible for sports fans to access the content they love is central to our strategy at DAZN. Therefore, we are delighted to be a partner of YouTube for its launch of PrimeTime Channels in the UK and globally,” said Peter Parmenter, EVP Business Development.
According to a study by Nielsen, 65% of YouTube viewers in the UK discover TV content through the YouTube recommendation engine. In addition, 49% of YouTube viewers in the UK who watch content related to streaming services, said that the platform made them want to continue using a paid service. However, if users discover a TV programme on YouTube that’s only available within a subscription service, they have to leave the platform to subscribe to the relevant service to watch the series in full.
Also launching Tuesday is a Podcasts destination page on YouTube Music in the UK, which will provide an expansion as to how users can consume podcasts. The service will effective replace Google Podcasts, which is closing down.
Users will have the ability to watch and listen to podcasts on YouTube Music without requiring a paid membership, moving between an audio and audiovisual experience with the ability to background listen on the go.
