Gaining millions of new viewers with existing content

Sky News had achieved solid reach for its UK newsrooms with video content posted throughout the day on TV, syndication, digital platforms, and social media. Now it was looking to expand its audience. While the content created was of global interest, it was limited to the English-speaking market, so the next logical step was translating existing content and into other global languages. Unsatisfied with the limitations of traditional dubbing or subtitles, Sky News wanted something more scalable, and accessible. It also wanted to maximise the potential of YouTube as a global content platform by sharing its existing content with new viewers across the world: enter Papercup.