Two of the world’s biggest brands, Disney and YouTube, have recognised the power of content marketing; launching a joint venture that’s “devoted” to “family-friendly” content.
According to Reuters.com, the partnership is worth approximately $10-15 million (£6-9m) and will see several online content channels developed.
Reports have confirmed that names like Jay-Z and actress Amy Poehler have signed onto the project as well, bring added credibility. YouTube’s global head of content partnerships, Robert Kyncl, made an official statement regarding the move.
He stated: “Disney has established itself as one of the world’s most loved brands. We are thrilled to work with them to bring amazing new, family-friendly entertainment to YouTube’s audience of 800 million users worldwide.”
A spokesman for Disney, Jimmy Pitaro, also passed comment. Cited by Techzone360.com, he confirmed that the partnership would form a vital part of Disney’s plans for the future.
Pitaro continued to say: “With online video consumption exploding and Youtube at the centre 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.”
Techzone360.com also speculated that the venture would be beneficial to both parties; with YouTube potentially gaining a more diverse audience and Disney expanding its stereotypical reach by branching out into viral.