YouTube’s Primetime Channels debuts in the UK

YouTube has launched Primetime Channels, its super-aggregated streaming bundle in the UK, which allows users to browse, subscribe to and watch premium content from streaming services via YouTube.

Launching today, users in the UK can pay and watch premium services from a range of streaming services. The Primetime Channels lineup includes content rom Paramount+, Lionsgate+, Hayu, History Play and Crime & Investigation Play.

Leading sport streamer, DAZN, will also launch its services on Primetime Channels in the UK and Germany in June, with Hayu also becoming available in Germany.

According to a study by Nielsen, 65% of YouTube viewers in the UK discover TV content through the YouTube recommendation engine, with 49% of YouTube UK viewers who watch content related to streaming services, said that the platform made them want to continue using a paid service. The UK debut marks the third market of YouTube’s Primetime Channels rollout, following launches in the US and Germany.

The video content platform said the new offering provides media partners with a new and effective way to reach wider, more diverse audiences, while  increasing user engagement and subscriptions against the backdrop of an increasingly competitive streaming market.

YouTube Premium features such as ad-free viewing, downloads for offline viewing or playback of videos are not available on Primetime Channels.

“The need to jump from app to app to get to desired content disrupts and adds friction to the user experience” said Richard Lewis, director of Partnerships, YouTube UKI. “Primetime Channels gives users access to official TV, movies or streaming service content all in one place. And with Brits increasingly watching YouTube from their TVs, this offering will complete their entertainment journey on the platform”.

Peter Parmenter, EVP business development of DAZN added: “Removing friction and making it as easy as possible for sports fans to access the content they love is central to our strategy at DAZN. Therefore, we are delighted to be a partner of YouTube for its launch of PrimeTime Channels in the UK and globally.”