YouTube's endeavours to start streaming feature-length TV shows and movies are well underway following a new deal with movie magnate MGM.

Features produced by the studio will be streamed with Google adverts dispersed throughout which could see the website turnover big earnings for the first time.

YouTube has made public the fact that its user-uploaded content has never generated substantial earnings because videos made by members are not ad-worthy, but the new movie campaign will see the tide turning for the company and increase website promotion.

Media firms will be able to detect unauthorised uploading of their copyrighted content to YouTube with an added VideoID feature, ensuring all streaming is legit.

Other major studios are expected to MGM's footsteps - the New York Times has reported that talks with Lionsgate and CBS are already underway.

This move into ad-supported movie streaming sees YouTube pitting itself against Hulu, the current leader in the field for its reportedly superior viewing experience which already streams feature-length content supported by adverts.

But some experts are sceptical about the potential success of the online movies saying viewers will be overloaded with adverts and the quality of the features themselves will suffer as a result.