YouTube has partnered with NBCUniversal to offer Peacock Premium to US subscribers.
YouTube partners with Awin to launch its affiliate programme in the UK to connect retailers, creators, and viewers.
The expanded partner programme will see eligible creators able to embed shoppable tags for retailers products directly into their YouTube content such as shorts, videos, and livestreams.
The launch gives UK creators a new revenue stream and path to monetisation for their channels, while also giving retailers direct access to an engaged user base with high intent audiences. It also offers revenue sharing from ads being served on content.
Audiences watched 40 billion hours watching shopping content on the platform last year.
Shopping hauls and try-on videos are common on YouTube and this programme will facilitate a much more streamlined experience for viewers looking for recommendations.
YouTube’s affiliate programme was first launched in the US in June 2023 for creators with a minimum of 500 subscribers.
Since then, the Google-owned platform has expanded the programme to almost 100 countries including Australia, Brazil, Netherlands, Germany, Oman, Japan and the UK.
In the UK, the roll-out will be supported by YouTube’s affiliate platform partner, Awin, and the first group of participating retailers will include Marks and Spencer, Next, Etsy, Boots, and Currys.
Alison Lomax, managing director of YouTube UK and Ireland, said this “opens up huge new opportunities for creators to tag products in their content and for viewers to seamlessly shop from creators they trust”.
Performance can be tracked using YouTube Studio – which covers clicks, sales, and affiliate revenue. Creators will also be given the opportunity to review participating sellers, product samples, commission offers, and promotions through the Affiliate Hub.
Premium Peacock access
In addition to the expanded affiliate programme, YouTube also announced that starting early 2027, premium subscribers in the US will get access to Peacock Premium included in their membership.
This is part of an expanded partnership with NBCUniversal to bring YouTube Premium members new benefits with an extensive multi-year distribution agreement for YouTube TV.
Alongside existing premium features such as ad-free viewing and background play, subscribers will gain access to ad-supported Peacock Premium, to stream NBCUniversal’s hit sports, movies and TV shows including NBA, NFL, Saturday Night Live, Law and Order:SVU and Love Island USA.
Subscribers will also get access to a selection of live sporting events streamed on the NBC Sports’ YouTube channel.
Mary Ellen Coe, chief business officer, YouTube, said: “This partnership with NBCUniversal is a great example of how we can grow YouTube’s subscription business alongside our key partners
“By bringing Peacock to YouTube Premium, we’re giving our members an incredible lineup of content while also connecting them to the creator ecosystem and cultural moments that fans can only find on YouTube. Together, we are expanding NBCU’s content presence on YouTube, building a sustainable growth engine for both of our companies, and collaborating across streaming distribution, advertising and live sports production.”
Mike Cavanagh, co-chief executive of Comcast Corporation (which owns NBCUniversal), added: “This partnership brings NBCUniversal’s world-class content and iconic franchises to YouTube’s unmatched scale and global platforms.
“We’re excited to deepen our relationship with YouTube through a collaboration that reflects our strategy of partnering with industry leaders to drive sustained growth for NBCUniversal.”
Premium Subscribers will be introduced to international bundles and options to let subscribers upgrade their Peacock membership and choose plans themselves.
The move comes as the latest research from WARC suggests YouTube’s ad revenue could slow down as TikTok and Netflix overtake the platform.
