YouTube Enters the Streaming Fray With ‘Primetime Channels’

YouTube has debuted “Primetime Channels,” an online marketplace that will have the video-sharing platform compete with the likes of Amazon and Apple.

According to an announcement Tuesday (Nov. 1), the service will let U.S. viewers subscribe to streaming services including Showtime, Paramount+ and AMC+ directly through YouTube.

“People already come to YouTube to watch trailers for highly anticipated movies, or clips of scenes from their favorite TV episodes,” the Google-owned company said. “Now you can continue watching directly on YouTube. And you will continue to have choice and control over your accounts with the ability to manage all of them in one place.”

YouTube’s announcement is arriving at a time when the number of consumers subscribed to streaming services overall is on the decline, according to the September report “The Subscription Commerce Conversion Index: The Challenge of Cheaters,” a PYMNTS and sticky.io collaboration.

Read more: Streaming Services Struggle With Loyalty Amid Rising Costs and Pricing

Our study found that — at the time of our survey in July — 63% of the consumers interviewed were subscribed to streaming services, a significant drop from 70% in May. The report found that streaming services lost 10% of their subscriber base on average.

That’s left companies such as Netflix diversifying their revenue streams, and expanding merchandise presences to drive sales outside of its subscription business. Mega-retailer Walmart announced recently that it is taking its Netflix Hub web portal, which provides merchandise tied to the streaming giant’s programming, and giving it a physical spot at 2,400 of Walmart’s brick-and-mortar stores.

“We are so excited to continue bringing exclusive experiences and fan-favorite products to our customers where and when they are shopping,” said Frank Barbieri, vice president of content and digital at Walmart U.S.

Also Tuesday, Amazon expanded the amount of music, podcasts, and features available on Amazon Music at no added cost to customers with a Prime subscription, allowing them access to 100 million songs (up from 2 million).