In the same instant Google acquired online video phenomenon YouTube, broadcast network CBS inked a deal to distribute clips of some of its most popular shows on a branded channel within YouTube—and, after a month, the results seem to be a resounding success.
According to YouTube and CBS, CBS content is among the most-watched video on the YouTube site, with three of the sites top-25 slots occupied by CBS content. More than 20,000 people have subscribed to CBS’s YouTube programming since the channel launched, and, what’s more, the YouTube success seems to be spilling over into the broadcast ratings of some CBS shows. Since the YouTube deal, CBS’s Late Show with David Letterman has added 2000,000 viewers (an increase of 5 percent), while The Late Late Show with Craig Ferguson has seen an increase of 100,000 viewers (up 7 percent). The YouTube channel can’t be the sole cause of these ratings increases, but…well, it probably didn’t hurt.
“Above all the other good news, what’s most exciting here is the extent to which CBS is learning about its audience as never before,” said Quincy Smith, President of CBS Interactive, in a release. “YouTube users are clearly being entertained by the CBS programming they’re watching as evidenced by the sheer number of video views. Professional content seeds YouTube and allows an open dialogue between established media players and a new set of viewers. We believe this inflection point is the precursor to many exciting developments as we continue to build bridges rather than construct walls.”
