AOL and NBCUniversal have reached a licensing and distribution agreement that will allow the two companies to share and develop content. Shows from NBC, CNBC and Telemundo could start streaming via online video platform AOL On. NBCUniversal and AOL may also start developing original content together to be distributed on the platforms of both companies. The agreement means that advertisers will be able to reach consumers watching this shared content on television as well as mobile and desktop devices.

The two companies are trying to adapt to consumers’ changing viewing habits. “We’re trying to break down the silos between linear and digital,” said AOL President Bob Lord. “You have to have an open ecosystem.”

This new partnership will allow both companies to distribute their content across multiple platforms more easily.

At the NewFront presentation, AOL introduced a new strategy to launch digital content for different devices. Their new original programming for this year includes a documentary series and cooking demonstration videos. The documentary series, “Now What?” was produced with The Huffington Post. AOL and NBCUniversal are still negotiating a deal to develop content together.

The partnership makes these media companies a “one stop shop” for advertisers, according to The New York Times. They will be able to purchase ads across multiple platforms and devices. AOL’s recently launched advertising platform One by AOL will also help advertisers determine the effectiveness of their digital ad campaigns across devices.