Cox has activated the integration of YouTube on its Contour video platform.
As first reported by CableFax, and confirmed by Multichannel News, YouTube programming will be woven into the Contour user interface, with users able to navigate the Google OTT platform and search it out using the platform’s voice remote.
The integration comes about six months after privately held Cox embedded Netflix into Contour.
Contour is based on a technology licensing deal with Comcast for intellectual property based on the top cable operator’s X1 video platform.
And Comcast has developed technology for integrating both Netflix and YouTube into X1, with the latter rolling out in September of last year.
As a Cox FAQ notes, YouTube streaming on Contour will count against users’ 1-terabyte data cap, with the Google streaming service delivery over the open internet.
Notably, the YouTube app on Contour 2 does not have parental controls.
Cox is the only U.S. cable company to license X1 from Comcast. In Canada, Rogers Communications, Shaw Communications and Videotron have each debuted white label versions of the platform.
Integration of popular OTT platforms natively into operating systems as being build by pay TV operators as a way to fight churn. Comcast often refers to itself as being an “aggregator of aggregators.”