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Roku Wants YouTube Creators To Play For Them

on Tuesday, Aug. 6th

Here's something we're going to be hearing a lot of in the coming year: a company is attempting to eat YouTube's lunch in the form of cutting sweetheart deals with top creators and multichannel Networks like Machinima and Alloy Digital. In this case it's set-top box maker Roku.

Variety's New York digital editor Todd Spangler has the tale:

Execs from Roku attended last week’s VidCon, the online-video convention held Aug. 1-3 in Anaheim, Calif., sponsored by YouTube. Roku’s explicit goal: to cut deals with more YouTube partners who are dissatisfied with theGoogle video site’s 45% cut of ad revenue, an arrangement that has led many YouTubers to increasingly diversify distribution to other platforms.

Google has already thrown the gauntlet at Roku with the recent release of the Chromecast video streaming device. The Googleplex play is, as always, to be the broadest, cheapest option for consumers and creatives. What it doesn't allow for is those creatives to reap the rewards they seek.

Here's an interesting question: what deals are being discussed between new media makers and Microsoft, Sony and Apple? All three of those tech giants have a stake in the future of TV, of which the web is an increasingly integral part.

H/T: Jon Poritsky

Follow Noah Nelson on Twitter (@noahjnelson)

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