How YouTube is trying to take over ad-funded TV

Across the Atlantic, YouTube is starting to test free access to TV channels directly on its platform. This novelty, in the event of large-scale deployment, would allow it to compete with certain services such as Molotov or Pluto TV.

Relayed by The Verge, the information comes to us from the Wall Street Journal. We learn that YouTube has started testing the distribution of TV channels in the United States, all funded by advertising. As The Verge points out, the platform is relying on a dedicated hub to do this, allowing the user to select what he wants to broadcast… in the manner of what certain services already offer across the Atlantic, such as Pluto TV or Roku LiveTV.

TV soon available for free on YouTube?

In France, Pluto TV or Molotov could face competition from this initiative, at least if it ends up extending to the Old Continent. It should also be noted that some television manufacturers, such as Samsung and LG, natively offer applications on their models offering a similar service, but unfortunately with a sometimes quite limited offer. It will be interesting to see if YouTube manages to do better.

However, a YouTube spokesperson contacted by The Verge confirmed that this new feature was indeed being tested on a small scale, adding that it could be rolled out more widely this year. We read, moreover, that YouTube would already collaborate with several large groups including Lionsgate or A&E Television Networks, owner of the channels A&E, History Channel, FYI, or even Lifetime, mainly known in North America.

“Premium” content fueled by advertising

It wouldn’t be the first time that YouTube has offered “premium” content for free, from third-party companies and supported by advertising. The platform, for example, already allows, and for several years, to watch some films for free on condition that you accept that its content be interspersed with commercials. Same thing for certain television series, accessible free of charge on YouTube since last year. At the same time, YouTube added free TV channels available on YouTube TV, but through a Pluto TV tab, a partner for the occasion.

Note that in the United States, YouTube already offers access to many TV programs and channels via its YouTube TV service… but this time for a fee. The idea would therefore be to complete this offer with free access, with advertising. However, it is not excluded that this novelty will be promoted through its YouTube TV service.

Finally, it is difficult not to think about the timing of these tests carried out by YouTube: they come at a time when many VoD platforms (including Netflix and Disney+) now offer paid, but less expensive, formulas, thanks to the addition of advertisements.

Source : The Verge