YouTube is hoping it can parlay the popularity of Kevin Durant's channel into an athlete video empire.
Durant announced Wednesday that his creative development company, Thirty Five Media, is partnering with YouTube to help bring more sports stars to the platform.
"I've had an incredible experience on YouTube engaging with fans all around the world and sharing different parts of my life," the Warriors star said in a statement. "It was natural for me to want to show other athletes what they can achieve on YouTube and to ensure my Thirty Five Media team and I can be a resource for those athletes.