Pluto TV, a startup that curates web-video content into TV-like channels, has reached distribution agreements with AOL and Endemol Beyond USA, adding content to the service from the likes of Gwyneth Paltrow and Nicole Richie.

Pluto TV will stream select content from AOL Originals and Endemol Beyond USA across all devices. The new deals will expand Pluto TV’s lineup, which has comprised material from YouTube channels and other sources.

“Partnering with AOL and Endemol Beyond USA, two of the biggest content providers in the world, opens up a new avenue of quality content for Pluto TV viewers to enjoy,” said Pluto TV CEO Tom Ryan.

Content covered under the deal from Endemol Beyond USA will include videos from singer Courtney Love; Vine star Brittany Furlan; and YouTube creator JkissaMakeup. Endemol shows available on Pluto TV will include “Fear Factor U.K.,” “Trend Report” and “Wanderlust.”

“We are thrilled to expand Endemol Beyond USA’s premium content onto Pluto TV’s innovative cross-platform experience,” said David B. Williams, chief audience officer for Endemol Beyond USA. “We know that with today’s ever-increasing content destinations, it’s a necessity to meet our audiences wherever they may be.”

From AOL, Pluto TV has rights to distribute “The Restart Project” with Gwyneth Paltrow; episodes of “#CandidlyNicole,” the reality show starring Nicole Richie (pictured above); and movie-parody series “Making a Scene” from James Franco.

Pluto TV, based in L.A., has 35 employees. The startup’s investors include U.S. Venture Partners, UTA. Sky, Chicago Ventures, Great Oaks Venture Capital, Luminari Capital, Universal Music Group, Terry Semel’s Windsor Media and Pritzker Group.

The Pluto TV service offers more than 100 free TV channels packaged in a linear-style menu, available on PCs, tablets, smartphones and connected-TV devices including Apple TV via AirPlay, Google’s Chromecast, and Amazon’s Fire TV and Fire TV Stick. Channels include those themed around sports, music, news, classic cartoons, comedy and drama, as well as more Internet-centric topics like “fails” and “Cats 24/7.”