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You will soon be able to tune in to TV channels on YouTube for free as the feature is currently being tested with a small group of users in the US. It would put YouTube in more direct competition with the likes of Roku and Plex.
Originally reported by the Wall Street Journal (opens in new tab) and later confirmed by YouTube, the channels are gathered into a central hub that gives viewers a choice of what to watch, with several content partners signed up.
The idea is to “gauge viewer interest” according to YouTube’s statement. If the new addition is received positively by those testing it, it could likely be rolled out more widely later this year.
A central destination
There will also be a cut for YouTube — about 45 percent of ad revenue, according to the report in the WSJ. That’s the exact same discount needed for ads on YouTube videos that are also created by content creators.
“YouTube is the only place where viewers can find everything they want, and we’re always looking for new ways to give viewers a central destination where they can more easily find, watch and share the content that matters most to them,” said YouTube. Gizmodo (opens in new tab).
This is separate from the YouTube TV service, which charges a monthly fee in exchange for a variety of TV channels streamed over the internet. It is also possible to permanently purchase movies and television shows through the YouTube interface.
Analysis: TV continues to change
YouTube has actually been experimenting with TV shows for a long time. Everything purchased through the Google TV interface can be accessed through YouTube, while numerous ad-supported programs have been added to the platform in March last year (opens in new tab).
This move is also in response to what other streaming platforms are doing. We’ve already mentioned Roku and Plex, which also offer free TV channels with ads, Netflix introduced a cheaper tier with ads, and Disney Plus is doing the same in March.
Add in all the traditional ways of watching television that still exist, and viewers have a huge amount of choice when it comes to what to watch (and how to watch it) – whether that’s live TV or specific programmes.
Of course, YouTube wants as many viewers as possible on its platform for as long as possible, and this is another step in that direction. See also YouTube Shorts, another recently introduced innovation to increase YouTube’s appeal.