By Sahil Patel
Historical film and newsreel archive British Pathé has picked UK-based video distribution company Rightster to grow its presence on and beyond YouTube.
Per the two-year deal, Rightster will manage British Pathé’s entire YouTube business, with a focus on audience development and revenue generation, the companies said. The goal will be to attract younger audiences, specifically those between the ages of 16 and 24, to British Pathé’s archival videos. The archive currently has 85,000 videos on its YouTube channel, which has close to 370,000 subscribers.
One of the most prominent archives in the world, British Pathé boasts a collection of 90,000 films, including footage of major global events, famous historical figures, travel, science, and culture. The earliest videos dates back to 1896, and runs all the way through 1976.
Beyond YouTube, Rightster has also agreed to syndicate British Pathé content across its global network of more than 7,500 publishing partners, especially when it would coincide with timely events.