Media companies Walt Disney Co. and Google Inc.’s YouTube announced a joint effort to create family-friendly original content in hopes to tackle separate obstacles.
The two companies announced on Nov. 7 a new partnership that would allow Disney to distribute its programming on the video-sharing website, YouTube. The companies will use a combined budget of roughly $10 to $15 million for the partnership.
“Disney certainly is producing content but they’re probably trying to increase more eyeballs on the website,” said computer science professor Samir Khuller. “It seems they feel that since everyone is already on YouTube, maybe that’s the place [they] should start distributing content.”
Disney.com’s traffic dropped from a total of 12.7 million unique visitors in September from 17.9 million in June, according to measurement company comScore. Disney Interactive reported a loss of over $300 million in the past fiscal year.
YouTube accounts for 60 percent of all videos watched in the U.S., according to Nielsen, a company that produces internet traffic data. If YouTube hosts Disney programming, it will attract a much younger audience.
“Now is this good for kids?” said associate dean for research Allison Druin. “I think it’s always good when we can redesign what we’ve done in the past and make it more relevant to today’s kids.”
A Web series based on the popular application for smart phones called, “Where’s My Water?” will be the first animated production of the deal.
“You’ve got to play the game and [you’ve] got to be a part of the game, being on mobile, on social networks, on what we know as YouTube,” said Druin. “It’s to change your paradigm on how you deliver what you deliver.”