Channel 4's catch-up to be available through YouTube

By
Sarah Johnson

October 16, 2009

UK broadcaster Channel 4 is to distribute ad-supported catch-up TV shows through YouTube. Series such as Skins and Hollyoaks will be available, in addition to around 3,000 hours of archive video. Some shows will be added to YouTube's catalogue by the end of 2009, with full roll out due in 2010.

The deal runs for an initial term of at least three years. Channel 4 will sell advertising around its own content and some inventory associated with non-Channel 4 videos. Advertising revenue will be shared between the two parties.

The deal is non-exclusive. Channel 4 will continue to operate its own ad-supported catch-up service through channel4.com.

By partnering YouTube Channel 4's catch-up will be present on the most popular video service in the UK and online consumption of the broadcaster's shows is likely to grow significantly as a result.

However, by making series available through YouTube Channel 4 may see a decline in CPM rates for ads associated with its content. The YouTube deal will increase the available inventory surrounding Channel 4's shows. At present, online TV CPMs are high and prices have been maintained by scarcity; removing this scarcity could cause CPMs to fall. If a balance can be struck between increasing volumes and declining CPMs Channel 4 may see a substantial growth in its online video revenue stream.

Channel 4's deal with YouTube marks the first time a broadcaster has delivered catch-up through the site. If YouTube is to successfully reposition itself as a destination for premium long-form video the company will need to boost its catalogue by signing deals with additional content owners.

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Countries: UK
Companies: Channel 4 YouTube