Channel 4 now on YouTube

Despite being one of the most typed URLs in browsers worldwide, YouTube has always struggled to make its business profitable. Even after its purchase by Google, the popular video website still hasn’t figure out how to pay for the bandwidth it consumes. The cost per video play is dropping steeply, but it still costs.

Announced a bit more than a month ago, the Channel 4 partnership finally goes live. Even though user generated content was (well, still is) the “You” of the brand, it seems the site is trying to pitch its model as a plug-n-play platform any content producers wanting to deliver video on demand. It is easy to spot the influence from other upcoming brands. Hulu.com, where millions are watching TV hits, has taken over the US in a very short time. BBC iPlayer is constantly developing, and is already ported to many mobile devices.

Whatever happens, we win. Apart from some limitations (I wanted to embed a video here, but it is simply not possible) and adverts on our way (ok, we are getting spoiled), having the Channel 4 content available is incredible. To no one’s surprise, my favourite is the Food session. All our beloved chefs are there (although I’m a Jamie fan, I keep finding myself always watching Hugh Fearnley-Whittingstall, as well as some special delicacies, like the Willie’s Chocolate Revolution.

Enjoy, but don’t let them take the “You” out of “Tube”. Keep posting your (recipe) videos too.