If you can't beat streaming video, join it. That appears to be the mantra The Bold and the Beautiful is chanting as it forges an official partnership with You Tube to stream episodes of the hit soap in the United Kingdom.
As of today (March 2), B&B lovers in the U.K. can stream episodes, according to Digital Spy. The episodes start at No. 6,720, which marked Thorsten Kaye's debut as Ridge Forrester. Said showrunner Brad Bell in a statement:
"We are excited to become the first American soap to air exclusively on YouTube in the UK."
According to the article, nearly two-thirds of the U.K. population uses You Tube, which doesn't have a pay wall. So how exactly will Bell-Phillip Television Productions monetize this venture? They're partnering with Billion Dollar Boy, an online video firm specializing in pairing brands with advertisers. Watch the trailer for B&B's U.K. You Tube launch below.