The New York Times will now offer unlimited free access to video content on its site and mobile apps thanks to sponsorship deals with Acura and Microsoft, the company announced today.

Back in March 2011, the Times put up a paywall for its digital content. It later raised the wall so people could view just 10 free articles or videos a month because the paywall tactic worked so well. But now video views will no longer count against the 10-article-per-month limit.

“As we continue to tell stories through video and increase our offerings, we want to ensure users can watch and explore our video content with ease,” Denise Warren, NYT executive VP of digital products and services, said in a statement. “We are grateful to Acura and Microsoft for providing the support we need to continue to expand our best-in-class video content and deliver it to our vast audience.”

Paywall strategies have evolved over the years. Different from the Times‘ model, blogger Andrew Sullivan has been a major proponent of offering an ad-free experience that is funded by readers. His blog The Dish charges readers $2 a month (or $20 a year) to access it. The Dish’s paywall lets nonsubscribers read just five free stories every 60 days.

The Times‘ video page offers much original content and in-depth takes on news events. Categories covered include world news, U.S., business, science, opinion, arts, style, sports, and more.

Take a look at a recent video by the Times below.