BBC Studios vp of content & creators, Helen O'Donnell, revealed that the company's strategy towards YouTube has evolved from being a marketing platform to creating a front door for some of its shows. She shared this during a panel session at the inaugural StreamTV Europe event in Lisbon, Portugal. O’Donnell emphasized that the collaboration required traditional sector players to change their thinking and approach the business. The BBC and YouTube recently announced a landmark deal to produce original content for the online video giant, which has disrupted traditional TV and positioned itself as a partner for TV networks.