Discovery has inked a deal with Pluto TV that will see content from the media company be distributed on the ad-supported streaming TV and VOD service.
Discovery is taking select programming from six of its networks — including Discovery Channel, Animal Planet, ID, Discovery Life, Science Channel and TLC — and housing it on its own Pluto TV Channel. Under the non-exclusive content deal, programming coming to the streaming service includes TLC’s “Kate Plus 8,” Animal Planet’s “River Monsters,” Discovery Channel’s “Misfit Garage,” and ID’s “Dates from Hell.”
This is the first time the company has inked a such a deal with an ad-supported streaming service.
Like all traditional media companies, Discovery — which is an investor in Pluto — is looking for new ways to reach younger audiences that have either cut the cord or never had a cable subscription to begin with. Ad-supported platforms have become an increasingly effective way to do this as more consumers explore streaming options like The Roku Channel or Tubi — two ad-supported video on-demand services. According to a report released by IAB, 73 percent of adults 18+ who typically watch streaming OTT video say they watch ad-supported OTT video.
“Having our world-class Discovery content as part of Pluto’s offering reinforces Discovery’s commitment to reach all viewers across all screens, platforms and devices,” said Gabriel Sauerhoff, SVP Digital Distribution, Discovery. “We are excited to provide audiences another way to access the shows that they love, while also introducing these brands and series to new viewers.”
Other companies who have hopped on the ad-supported streaming train include ABC News, TMZ, Yahoo and People TV — all which have launched live and linear content on the Roku Channel.