ZEFR has struck a deal with Broadway Video Entertainment, the producers of “Saturday Night Live,” to manage the late-night comedy show’s newly launched international YouTube channel. The partnership will result in “SNL” content becoming available on YouTube outside of the US on a promotional and non-commercial basis. ZEFR will manage and curate clips from 39 seasons of “SNL” for the channel.
ZEFR will also provide custom post-roll ads for international audiences that will recommend additional “SNL” clips based on users’ metadata.
Around 70% of YouTube’s traffic comes from outside of the United States, according to YouTube. Broadway Video (and other content providers) are seeing the importance of attracting international viewers. However, bringing in that international audience can be difficult, as social sharing stimuli vary from country to country. What might be a hit in the US could be a flop in other parts of the world.
Ideally, ZEFR is attempting to curb this problem using its proprietary technology to generate suggestions that may appeal better to international “SNL” viewers and increase viewership of the show’s clips.