Subscribe to Streaming Services on YouTube Via 'Primetime Channels'

YouTube is taking a page from its streaming rivals with the launch of Primetime Channels, which will let viewers subscribe to third-party streaming services and watch content from within the YouTube interface.

YouTube Primetime Channels is rolling out first in the US, where folks can sign up to watch content from Showtime, Starz, Paramount+, AMC+, ViX+, and more. If it's available on your account, you'll see it via the Movies & TV hub, where you can browse more than 30 channels—including Shudder, Hallmark Movies Now, IFC, Law & Crime, and CuriosityStream— directly through YouTube.

If you navigate to a show or movie from a service to which you subscribe, you'll see a "Watch Now" label. Otherwise, you can click "Pay to watch" and sign up for the service in question.

"We are excited to expand our partnership with YouTube to offer customers of Paramount+ another way to stream the content they love," according to Jeff Shultz, chief strategy officer and business development officer for Paramount Streaming. "This new feature gives us the opportunity to expand our presence on YouTube, broadening our reach and giving consumers even more choice when it comes to streaming the best in entertainment."

Content from Primetime Channels is integrated directly into the main YouTube page on your computer, mobile device, or smart TV. Or you can dip directly into individual channel homepages for curated trailers, behind-the-scenes footage, and cast interviews from your favorite shows and films. In-app recommendations, meanwhile, will also include programs from Primetime Channels.

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Amazon has long offered people the option to subscribe to third-party services through its website, and Apple did the same with the launch of its TV app a few years ago. As Erin Teague, director of product management for YouTube, notes: "With more streaming options than ever before, it can get a little overwhelming jumping from app to app to find what you’re looking for." All of these companies naturally hope you'll turn to them to help solve that problem.