How YouTube went from media pariah to partner, and what it means for marketers


Once vilified and legally challenged by media giants for sharing small chunks of their content without permission, YouTube has forged a new relationship with Hollywood – one that offers a win-win for both, says YouTube’s vice president of content partnerships, Kerry Merryman.

What’s new

  • YouTube has worked hard to reinvent itself and be seen as a partner to Hollywood, one that allows studios and networks to use the platform’s huge reach to promote content.
  • It’s a win-win tie-up because the premium content promoted attracts greater ad revenue for YouTube.
  • This kind of partnership, unthinkable only a few years ago, has only deepened during the COVID-19 pandemic as studios have looked to YouTube to attract younger audiences to streaming platforms, says Merryman.

Key quote:

“We’ve gone from the platform that made them no money and they were suing to the platform that is paying out massive amounts of money and lots of usage for them.” – Robert Kyncl, YouTube’s chief business officer

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