Youku.com (YOKU.NYSE), the newly listed Chinese online video company, has bought the rights to stream the movie "Inception" as it branches out from the advertising-supported free video model and into premium content, the Wall Street Journal reported. Youku said Wednesday that it will show the Warner Bros (Time Warner, TWX.NYSE) movie in high definition in December for RMB5 (US$0.75) a viewing. "Inception" was the third-highest grossing movie at Chinese cinemas last year. A growing number of US films and TV shows are being picked up by Chinese sites. Tudou streams the first two films from "The Twilight Saga" free of charge, while Sohu.com and Qiyi.com last year began running TV shows including "Desperate Housewives," "Grey’s Anatomy," "Lost" and "Gossip Girl." As a result of pressure from advertisers and copyright holders, Chinese internet sites are trying to disassociate themselves from pirated content. Qiyi.com was set up last year by search engine Baidu (BIDU.NASDAQ) as a Chinese equivalent to the US site Hulu, which only carries licensed content.