Machinima will be the first multi-channel network to roll out paid content in conjunction with YouTube’s pay-to-view subscription service, an anonymous source with knowledge of the plans told NMR.
The source explained that the proposed subscription format would include a window period in which pay subscribers would have access to new shows and bonus content for an allotted amount of time before it was made available to non-paying users.
This isn’t the first time that a YouTube subscription service has been whispered about — earlier this year Android Police reported that the latest version of the Android YouTube app included code that suggested a paid service.
At the time, YouTube was understandably cagey, but told NMR:
“We have nothing to announce at this time, but are looking into creating a subscription service that could bring even more great content to YouTube for our users to enjoy and provide our creators with another vehicle to generate revenue from their content beyond the rental and ad-supported models we offer.”
At an Abu Dhabi media summit held earlier this year, YouTube VP and Global Head for Content Robert Kyncl spoke about the idea of paid content saying, “You will see us offer an option to all channels that are our partners to start charging subscriptions for their content.”
If our source is correct, Machinima will be the first of those partners.
Having Machinima launch the first batch of subscriptions makes sense as the multi-channel network supports the longest minutes-per-view numbers out of any MCN according to comScore. At an average of 61.4 minutes per viewer, Machinima has proven that their audience is willing to watch their content for extended periods of time as they would with paid cable television.
Machinima also supports a gamer-centric model that allows the network to air exclusive game and movie content that people currently pay for on other formats. As a leader in gaming, Machinima will be able to offer their paid subscribers “first look” content, which to many is well worth the price of admission.
We reached out to Machinima and they declined comment.
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