The news: YouTube is launching a storefront hub called Primetime Channels, through which users can subscribe to 34 streaming services including Paramount+, Spanish-language Vix+, AMC+, and several other boutique or smaller brands.
Major streaming brands like Netflix, Disney+, and others are conspicuously absent despite some of them being available via bundles elsewhere.
Shoving its way into CTVs: The streaming wars may have focused on a handful of major brands like Netflix, Disney, and HBO, but don’t be fooled—YouTube has a massive hold on CTV audiences and is trying to take up more territory.
Our take: YouTube has been inching into CTV and streaming for some time now, winning a larger share of ad dollars and expanding its non-user-generated content on offer. Its omission of major streaming rivals shows that it’s going toe-to-toe with the biggest streaming brands, but has a leg up on them thanks to its origins on other platforms.
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