Perhaps the most prominent of the six and widely known is Yahoo. Categories like news, music, travel, food, and lifestyle are central to Yahoo’s editorial operations. Those categories also happen to be big on YouTube, not the least of which because they align well with formats that are successful in online video — short form, topical, and shareable.
So it makes logical sense that Yahoo has been lining up deals with creators and content brands that already excel in those verticals.
What makes this particularly interesting, though, is that Yahoo plans to bring Tumblr into the fold, and the integration possibilities that would create with Yahoo’s editorial business.
Using Tumblr as a base, Yahoo’s upcoming video offering could allow participating creators to create custom content hubs, featuring video, text, photos, and other forms of media. This would bring YouTube, Facebook, and Yahoo into a three-legged race.
In fact, some YouTube-Yahoo cross-distribution is already happening. Creators such as Sonia Gil and Megan Mitchell, shows such as “Sonia’s Travels” and “Recipe Wars,” and content companies like Defy Media are distributing on both YouTube and Yahoo Screen.
There’s another intriguing element to Yahoo’s rumored video offering: Imagine if the company’s editors and bloggers use relevant videos to enhance existing stories, or write completely new pieces based on popular news, travel, music, or food videos posted by top creators. It would allow Yahoo to double-up on a particular piece of content, and reach a larger audience than any one video or article could on its own.
And that opens up even more possibilities — including “native” advertiser integration and sponsorship opportunities, which Yahoo refers to as a core part of its content strategy going forward — if done right.