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YouTube Primetime Channels UK launch: Will sport provide its USP

13 October 2023
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YouTube has just introduced Primetime Channels in the UK, following launches in the US and Germany, becoming another video-content aggregator in a crowded market.

The US has carried YouTube's subscription revenue boom—layering on a premium video marketplace in the UK may prove harder to achieve.

Google's NFL Sunday Ticket package offers exclusive, high-end content to US consumers. Primetime Channels' UK launch just a few weeks before the Premier League auction is interesting timing, but will not change the game.

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YouTube Primetime Channels: Google steps into European subscription video

20 June 2023

Launched in Germany two weeks ago, the à la carte service Primetime Channels broadly competes against Apple TV, Amazon's Prime Video Channels and pay-TV operators like Sky. The wide reach of YouTube provides marketing support.

Google probably sees an opportunity in the fragmented and uncertain German market—but it will eventually roll out Primetime Channels elsewhere in Europe.

Google’s exclusive NFL rights is the content engine for Primetime Channels in the US. The launch in Germany makes it more plausible that Google might bid for premium European football rights such as the Premier League.

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Google and the NFL: YouTube steps up video subscription aggregation

3 January 2023

In a transformative upgrade of its content subscription offering, Google is buying the rights to live Sunday NFL games for $2 billion per year for 2023-2031.

YouTube can leverage its massive reach to challenge existing video aggregators, including pay-TV platforms and Amazon, as a gatekeeper to consumers.

Google will likely deploy a similar strategy in Europe, eventually competing with Sky, Canal+ and other incumbents—a hopeful development for football leagues.

Access report

  • YouTube Primetime Channels: Google steps into European subscription video

    20 June 2023

    Launched in Germany two weeks ago, the à la carte service Primetime Channels broadly competes against Apple TV, Amazon's Prime Video Channels and pay-TV operators like Sky. The wide reach of YouTube provides marketing support.

    Google probably sees an opportunity in the fragmented and uncertain German market—but it will eventually roll out Primetime Channels elsewhere in Europe.

    Google’s exclusive NFL rights is the content engine for Primetime Channels in the US. The launch in Germany makes it more plausible that Google might bid for premium European football rights such as the Premier League.

    Access report

  • Google and the NFL: YouTube steps up video subscription aggregation

    3 January 2023

    In a transformative upgrade of its content subscription offering, Google is buying the rights to live Sunday NFL games for $2 billion per year for 2023-2031.

    YouTube can leverage its massive reach to challenge existing video aggregators, including pay-TV platforms and Amazon, as a gatekeeper to consumers.

    Google will likely deploy a similar strategy in Europe, eventually competing with Sky, Canal+ and other incumbents—a hopeful development for football leagues.

    Access report