Once vilified and legally challenged by media giants for sharing small chunks of their content without permission, YouTube has forged a new relationship with Hollywood – one that offers a win-win for both, says YouTube’s vice president of content partnerships, Kerry Merryman.
What’s new
- YouTube has worked hard to reinvent itself and be seen as a partner to Hollywood, one that allows studios and networks to use the platform’s huge reach to promote content.
- It’s a win-win tie-up because the premium content promoted attracts greater ad revenue for YouTube.
- This kind of partnership, unthinkable only a few years ago, has only deepened during the COVID-19 pandemic as studios have looked to YouTube to attract younger audiences to streaming platforms, says Merryman.
Key quote:
“We’ve gone from the platform that made them no money and they were suing to the platform that is paying out massive amounts of money and lots of usage for them.” – Robert Kyncl, YouTube’s chief business officer
This article first appeared in www.warc.com
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