YouTube is considering charging subscription fees for users to access certain content, a senior executive has said.
The move by Google-owned YouTube is geared towards encouraging more media companies to license TV programmes and films to the video site.
Google's vice president of content partnerships, David Eun, told Reuters: “We're making some interesting bets on long-form content; not all content is accessible to us with the advertising model.”
He added that content partners will be able to choose what works best for them.
Other options being considered by YouTube include various monthly subscription models or a movie rental service similar to that offered by the iTunes store.
According to Reuters, YouTube has held talks about rentals with film companies Lions Gate Entertainment, Sony Pictures and Warner Bros.
Eun added that advertising would continue to be YouTube’s main income and that partners would start earning revenue from it next year.
"If we just continued to focus on our advertising model that would be enough opportunity to create meaningful revenue," he said.