YouTube is reportedly in talks with media companies to feature their TV shows and films in a hub of ad-supported channels. It’s already testing the idea to weigh viewer interest. The platform could roll out the hub to more users later this year, according to The Wall Street Journal. YouTube is exploring the market known in the industry as Free Ad-Supported Streaming Television (FAST) which includes players like Roku, Fox’s Tubi, and Pluto TV, which is owned by Paramount Global. Depending on the content and the setup of the channels, YouTube could end up pulling more attention away from these services.
YouTube confirmed to the Journal that it’s running a test in which a small number of users can watch ad-supported channels. “We’re always looking for new ways to provide viewers a central destination to more easily find, watch, and share the content that matters most to them,” a spokeswoman said. The service has reportedly teamed up with media companies like Lionsgate, A+E Networks, and FilmRise for the test. For media companies, such channels offer a way for them to earn revenue from content that might otherwise languish.
The move aligns with YouTube’s strategy of expanding into other video formats beyond the content that’s traditionally associated with the platform. Recently, YouTube locked down exclusive rights to the NFL’s Sunday Ticket package in a multi-billion-dollar deal said to run for seven years. YouTube already has the biggest share of TV viewing time among streaming services in the US, according to Nielsen. Initiatives like the FAST channels and Sunday Ticket could help it lock up more mindshare and viewer attention.
