Premium content now live on YouTube from Channel 4, BBC and ITV.
However, it is not just Channel 4 that is in on the act, broadcaster ITV has also made available segments of it's popular shows such as X Factor online and it is now even possible to view these legally on YouTube. Not to be left out, BBC's international branch, BBC Worldwide has made many of its programs available too. Disappointingly Five seems to have yet again not come on board with the idea and is restricting its content to Demand Five online.
The YouTube shows page is very well organised and is now one of tabs at the top of the YouTube navigation as can be seen below:
Before a programme starts it also tells you the age rating of the programme and that "viewer discretion is advised" if necessary - a useful touch. This could be the start of one video website where all major broadcasters can come together to offer their videos on demand, similar to Hulu in the US (which still doesn't have videos from CBS), and YouTube does have experience in this field so it would make sense for this to happen eventually.
The content does have to be paid for and users are not willing to do this after already having to pay a license fee. Therefore, Channel 4's shows are currently monetised by a 30-second pre-roll, ITV's clips have no pre-rolls and full length episodes have a 15-second pre-roll and BBC Worlwide programmes have a 20-second pre-roll. These seem like reasonable times and the programmes do not appear to have ad breaks in the middle but this may change.
Highlights from Channel 4 include Drop The Dead Donkey, Whose Line Is It Anyway?, Father Ted, The Inbetweeners and The IT Crowd. The BBC has Walking with Cavemen, Wildlife Specials and Dr Who (Classic Series) to name but a few.