A Growth Engine for Europe

United Screens is a startup and one of Sweden’s first dedicated YouTube network. The team comprises 20 people, 9 of whom are YouTube certified. They work on everything from video production to selling ads and copyright protection. The company increases both ad revenues and impact by creating a strategic setup for customers’ channels. Its client portfolio includes around 250 channels and plenty of YouTube celebrities; it also includes less well-known creatives seeking a wider audience, and companies who want to protect their rights. Jessica Westin, Head of PR explains how they have helped their creative: “Partly, we help with selling branded content and product placement. Many creatives demand branded content in particular – partly to do something good for their fans and partly to generate income to continue their own creative work on YouTube. Westin also explains that the way a clip is uploaded affects its success: “The Polar Music Prize came to us with a treasure trove of music and tunes that weren’t getting out there. We worked through the clips, made changes and wrote great headings and tags. It brought an enormous increase in viewers and views.” According to Westin, YouTube is key to delivering results for their customers: “I feel happy every time I think about YouTube – it is such a great product and we receive such expert support that it performs very well for us. It’s great to be able to work creatively, safe in the knowledge that there’s a good technical platform behind you[. Thanks to Google’s technical platforms, we can help creatives become even bigger YouTube stars.”