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NEW YORK — Univision Communications is partnering with Google’s YouTube to make shortform and longform videos available on YouTube in the coming months in one of the online video site’s biggest content deals to date. The deal comes at a time when Latinos are one of YouTube’s fastest-growing segment.
The nonexclusive agreement doesn’t cover Grupo Televisa programming, such as telenovelas, as a legal dispute between Televisa and Univision doesn’t allow the online use of Televisa content in the U.S.
On a conference call Monday, executives said the YouTube-Univision deal uses a revenue-sharing arrangement. YouTube generally uses that approach, with content partners getting a bigger revenue cut. Univision didn’t detail the annual revenue opportunity. Ad formats on YouTube that allow content partners to “monetize” their programming on the site include preroll, overlay and display ads.
“This is a very exciting milestone, as it represents the first time that any Univision programming is available on the Web outside our own properties in both a short- and longform format,” said Kevin Conroy, president of Univision Interactive Media, the unit that struck the YouTube deal.
Chris Maxcy, head of content partnerships at YouTube, called the deal “one of the most comprehensive partnerships for full-length programming signed to date.”
He mentioned that it comes at a time when YouTube has attracted more Latinos. In the past year, adult Latino users have grown 80% to about 6.5 million a month.
Under the deal, Univision, TeleFutura and Galavision TV programs will be featured and promoted throughout YouTube.com. It will be a mix of new and library content.
In addition to top Univision shows, users will have access to Univision.com videos across key content categories, including celebrity interviews and special events such as next year’s “Premio Lo Nuestro a la Musica Latina” (Lo Nuestro Latin Music Awards).
Univision will use YouTube’s Content ID technology to track user engagement and make money from Univision content uploaded by YouTube users.
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