What to watch for at the Newfronts: Day five
Vice will draw a lot of interest, with integration expected with cable
May 6, 2016
By the editors of Media Life
The Digital Content Newfronts has kicked off, and over these two weeks there will be more than three dozen presentations. Media Life will present daily previews of these presentations and the companies behind them to assist media people in gauging their importance, influence and popularity.
Here’s a look at the day five presenters at the Newfronts:
What it is: A media company.
Why it’s doing video: Because it’s aimed at Millennials.
Vice prides itself on zigging where others zag, but it’s very much on the digital video bandwagon, especially now that it has a new cable channel from which to draw content.
Sample series: Vice has become known for its investigative journalism, both online and on HBO. The News channel covers international news, something Millennials are generally believed to eschew, though it’s become a defining offering for Vice.
Reach/stats: Vice has 11 channels that draw more than 50 million visitors a month.
But sharp traffic decline at the beginning of the year has led to more scrutiny of its numbers over the past few months, especially after chief revenue officer Richard Beckman exited the company right after the decline occurred.
What to expect today: Lots of discussion about Vice’s new cable channel, Viceland, and how it’s integrating its TV offerings with online.
Influencer rank, on a scale of 1 to 10: 8
Vice is seen as hip and trendy, and it not only just reaches Millennials but exerts a lot of pull with them.
What it is: A multichannel network focused on gaming.
Why it’s doing video: Because that’s what its target audience demands.
Gamers are on the cutting edge of technology, and Machinima not only programs many YouTube channels, it also streams live video.
Sample channel: Inside Gaming, a channel with nearly 600,000 subscribers that reports on the latest gaming news and offers previews and reviews of new games.
Reach/stats: Machinima’s main YouTube channel has more than 12.7 million subscribers.
It claims to have 150 million unique monthly users, based on comScore data, and generate 4 billion views per month, the majority of those via mobile.
That audience is made up of early adopters who attend a lot of movies and eat fast food more than the average American, according to internal research.
What to expect today: Its event will be smaller than last year, when it introduced a “RoboCop” reboot that still has yet to debut.
Machinima is expected to focus on its growing e-sports business in today’s presentation.
Influencer rank, on a scale of 1 to 10: 5
Its huge reach is impressive, but it is still an MCN, and buyers worry about lack of follow through.
Time Warner Cable
What it is: A telecommunications company.
Why it’s presenting: TWC doesn’t make digital video, but it views itself as a publisher these days, a place where digital video can be distributed.
It started presenting at the Newfronts two years ago as a means of showing how eager and willing it is to collaborate on new media.
Reach/stats: TWC has 10.8 million residential video subscribers and 12.7 million high-speed data subscribers.
What to expect today: A focus on what TWC can do for its partners in terms of reach and distribution of digital video.
Influencer rank, on a scale of 1 to 10: 2
This isn’t its area of expertise; obviously were this the cable newfronts, that score would be higher.
What it is: An online media company focused on Millennial men.
Why it’s doing video: Because, much like Vice, it’s aimed at Millennials.
Video has become a growing component of Woven. The company, founded in 2010, has a Woven Studio division that develops scripted content.
Sample series: Last year Uproxx debuted “Luminaries,” its first original series, about young scientists making life-changing discoveries.
Reach/stats: The company claims 50 million visitors per month. Last year Woven began a push to make Facebook its main video delivery method, after noting it regularly attracts millions of views on the platform.
Woven has more than two dozen employees working on video.
Earlier this spring, Woven acquired the entertainment news site HitFix, bringing its total to seven companies acquired. It’s raised $23.5 million in funding to date.
What to expect today: Woven recently hired its first chief revenue officer, Eileen Carty, and is putting a greater emphasis on native advertising and other integrated editorial and advertising content, which it will showcase.
Influencer rank, on a scale of 1 to 10: 5
Woven has potential but isn’t quite on the level of Vice with its reach or name recognition.
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