Under the terms of the agreement, SINA will promote Youku Tudou's content on its mobile and PC platforms to users of SINA's microblogging service, Weibo. Youku Tudou, meanwhile, will provide SINA with access to its video library.
Youku Tudou's allegiance to social networking sites like Weibo "is a powerful move toward deepening consumers' online video viewing and sharing experience," according to Youku Tudou President Dele Liu. "We look forward to showcasing our content in new and innovative marketing formats as we work to expand our lead in the online video industry."
According to the company, in April, Youku videos represented 47.7% of shared video content on Weibo, while 15.9% of videos were shared from the company's other website, Tudou. Youku Tudou currently contains more than 4,500 movies, 2,700 television dramas, and 900 variety shows.