YouTube Primetime integrates premium subscription services including Paramount+, so you no longer need to leave the YouTube app.
- Primetime Channels launch partners include Paramount+, Hayu and Crime+Investigation Play. DAZN coming soon.
- Subscribers will be able to sign up to services through YouTube.
- UK becomes third country in the world to get access to Primetime Channels
Users in the UK will be able to pay and watch premium services through YouTube from 17:00 today, 10th October.
At launch, YouTube UK users will be able to access streaming services including Paramount+, Lionsgate+, Hayu, History Play and Crime & Investigation Play. Services from sports streamer DAZN will be launching shortly on the platform.
Why is YouTube integrating other streaming services on its platform?
According to a study by Nielsen, 65% of YouTube viewers in the UK discover TV content through the YouTube recommendation engine. 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. Until now, viewers who had discovered content from a programme shown on a subscription service had to leave YouTube and access a different app to watch.
Richard Lewis, Director of Partnerships, YouTube UKI explained:
“The need to jump from app to app to get to desired content disrupts and adds friction to the user experience. 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”.
YouTube’s Primetime Channels are also available in the USA and Germany. DAZN will soon go live on Primetime Channels in both the UK and Germany.
Subscribing
YouTube users will be able to subscribe to the various premium streaming services either directly from the individual provider or through YouTube. (Integration may vary between providers.)
Corporate comment
Peter Parmenter, EVP Business Development at DAZN, said:
“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.”
Hendrik McDermott, MD, Hayu, EMEA Networks & International Direct-to-Consumer added:
“From the moment of UK launch in March 2016, Hayu has built upon the successful dual strategy of distribution direct-to-consumer and through partnerships. This latest exciting partnership with YouTube Prime Channels in the UK is another key route to giving fans of reality TV frictionless access to the full Hayu experience of hundreds of shows and thousands of hours of content, ad-free on the same day as the USA.”
Marc Thornham