Channel 4 have confirmed that they are in the final stages of signing a deal with YouTube to allow YouTube to host most of the channel 4's content in full. An initial deal has already seen Channel 4 securing the right to sell the advertising that appears around its content, in a profit=share arrangement with YouTube. Channel 4's chairman, Luke Johnson, spoke at last week's Association of Online Publishers Digital Publishing Summit saying that traditional broadcasters needed to 'seize opportunities' to profit from online video.
To date Channel 4 has attracted 25,500 subscribers and a total of 700,000 views to its main YouTube channel, but it also has several other channels including E4, T4 and Hollyoaks. It recent months however, Channel 4 has also been populating its website with a back catalogue of programmes, all of which have utilised pre-roll ads from Nina Ricci's Ricci Ricci and Nokia among others.
Channel 4 sources have indicated that their internal planning believes that the market is approaching a 'tipping point', and a greater number of people will watch its programming online than on TV. This is in direct correlation to a recent survey carried out in Ireland.