Tuesday, April 20, 2021

DISNEY TEAMS UP WITH YOUTUBE

November 7, 2011 by · 1 Comment 

Reversing its traditional go-it-alone policy, the Walt Disney Co. announced today (Monday) that it will partner with Google’s YouTube to create a co-branded online video channel for family entertainment early next year. The New York Times, which first reported the deal on Sunday, said that it reflected the fact that the number of visitors to Disney’s own website has been declining precipitously in recent months, falling from 17.9 million in June to 12.7 million in September, and that children regard YouTube as “cooler” than Disney.com. In a statement announcing the deal, Jimmy Pitaro, co-president of Disney Interactive, said that it was “imperative to go where our audience is. … With online video consumption exploding and YouTube at the center of that trend, we see an opportunity for Disney Interactive and YouTube to bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer.” For YouTube, joining up with Disney, brings it respectability and credibility among parents who may be leery of letting their kids access a site that includes inappropriate content, the Times observed, quoting Robert Kyncl, YouTube’s global head for content partnerships as saying that the deal is “an acknowledgment that we want to work with the best brands and, yes, we expect this partnership to attract new advertisers.”