Channel 4 is set to seal a landmark deal with Google-owned video giant YouTube, reports claim.
Google and Channel 4 have been in talks for over half a year, according to a Times report, having finally reached an agreement which will see “a majority” of Channel 4’s content arrive on YouTube.
As part of the deal, Channel 4 has reportedly negotiated the right to sell its own advertising over YouTube – one of the most popular websites in the world – and will share revenues with Google.
“When the Channel 4 content formally appears on YouTube, it will be branded exactly the same way as it is on the Channel 4 website,” said a source reportedly close to the matter.
“It was key for Channel 4 to be able to sell the advertising around its own inventory so it could extract maximum value from the deal and retain commercial control over its own property.”
The specific details of the deal have yet to emerge, and indeed the fate of 4OD – Channel 4’s own streaming service – is put at risk if the YouTube deal emerges.