YouTube is partnering with media companies to expand its video channels and boost its original content offering.
YouTube is hoping that the increase in original content on the site will increase visitor loyalty by giving people more reasons to return to the website.YouTube has partnered with a range of companies from TV, film, music, news and sports to create content channels housed exclusively on the video site.
Robert Kyncl, global head of content partnerships, said the aim of the channel expansion “is to bring an even broader range of entertainment to YouTube, giving you more reasons to keep coming back again and again. And for advertisers, these channels will represent a new way to engage and reach their global consumers.”
Companies signed up to launch a new channel include IGN, Hearst Magazines, Fremantle Media, Demand Media, Vice Media, Thomson Reuters, Red Bull, The Wall Street Journal and WWE Wrestling, among others.
IGN has launched a gaming channel START in collaboration with Shine Group company Revielle, which will broadcast both live and recorded content.
