British Broadcaster Sky Invests $7 Million In YouTube Video Network Whistle Sports

BSkyB is next among the growing list of traditional media companies that are pushing for the young audience on Youtube by acquiring sports-focussed Youtube network Whistle Sports. A move that makes sense, given the strong footprint in sports that Sky has.


Sky (BSkyB) is best known as a British satellite broadcaster, but it is increasingly becoming a startup investor after it announced its third deal in a month. Fresh from putting $5 million into ad tech startup Sharethrough and backing online video platform Pluto, the company has ploughed $7 million into Whistle Sports, a YouTube network that is focused on — you guessed it — sports videos for young people.

Sky, which also invested in Roku, said the deal is part of “an ongoing programme of investing in innovative startups that help bring new ideas, insight and services into its business.” With young people increasingly shying away from terrestrial and satellite TV, networks like Whistle Sports offer a way for advertisers to connect with younger audiences through video. The union makes particular sense for Sky given its significant sports business — the broadcaster has held the rights to England’s Premiership soccer football division for…

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