Disney Teams with YouTube Because They’re So Cool
YouTube recently launched their online original channels to keep their audience interested, while Disney-ABC Television Group seems intent on extending its digital footprint. Disney’s signed a few deals with online video distributors these past few months, including a new deal with Amazon and renewing their deal with Netflix. It’s all another step towards making cable TV a thing of the past. And now, it’s YouTube and Disney who’ve made a deal.
YouTube and Disney will spend somewhere between $10-$15 million to produce original video series, which will be available for viewing on both YouTube and Disney.com.
So what brought this partnership to fruition? YouTube is a hub of video distribution, casual or otherwise. In Google’s effort to up the ante on YouTube as a video network, they’re reeling in publisher partners to compete with the growing number of online video channels. From Amazon to Apple, Hulu to Walmart, video is coming into its own as far as digital distribution goes. With a strong user base and front-running as a Google app, YouTube has plenty of potential for vertical expansion.
“It’s imperative to go where our audience is,” said James A. Pitaro, co-president of Disney Interactive. He added that the idea is to “bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer.”
So in an effort to be cooler, or at least attract more fans, the deal was born. It’s not only Disney that will benefit from this – YouTube would be gaining as much. YouTube is currently involved in a battle against Viacom, which owns Nickelodeon. YouTube could use its own means for attracting a younger audience, especially as this demographic becomes more prolific with technology and mobile devices.
“It’s an acknowledgment that we want to work with the best brands and, yes, we expect this partnership to attract new advertisers,” said Robert Kyncl, YouTube’s global head for content partnerships.
Aside from making the short videos together, Disney will be handling the advertising side of the deal, splitting revenue with YouTube. Disney would also be selecting amateur videos on YouTube to put on their channel–a search for the next Mouseketeer, I presume?
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