AOL plans to bring the fight to YouTube with new AOL On, a new video on-demand platform.
The new video service has yet to launch, but AOL has announced that it’s teamed up with Big Brother makers Endemol, Channel 4 News, ITN, Little Dot Studios and other UK content providers to launch a video syndication platform.
The site – on.aol.co.uk – has yet to launch, but AOL says that over 750,000 pieces of premium video covering topics including news, entertainment, style and tech, are all ready to go.
The plan is to mirror the success of AOL On in the US, where AOL Originals featuring big names like Gwyneth Paltrow, Sarah Jessica Parker and Nicole Richie have been a hit with viewers. In 2012, YouTube revealed plans to launch more original content in the UK.
While Netflix and
Lovefilm Prime Instant Video don’t rely on ad revenue in the same way, curating exclusive content like House of Cards and Vikings has proven successful – even Microsoft and Sony are getting in on the act.
“We’re coming to the market with a new offering at a time when there is an increasing appetite and demand for online video from advertisers and consumers,” said Graham Moysey, head of international at AOL.
“AOL On is already the web’s largest premium curated video library and today we’re launching with some of the UK’s leading content producers and publishers and looking forward to getting many more on board in the coming months.”
An AOL On UK app will launch for iOS and Android devices in early April, letting consumers watch videos on the go. Unlike YouTube, which lets users upload their own content, AOL On looks to be more of a curated video platform with high end commericial partners producing and hosting content.
A number of companies, including Trinity Mirror, Telegraph Media Group, TalkTalk and TVGuide.co.uk, will be hosting AOL videos.