By Sahil Patel
AOL is launching a new curated video stream on AOL.com today, with the hopes of driving the site’s 21.2 million viewers every month to a variety of original and syndicated content.
The homepage video experience will be programmed “dynamically” based on what AOL has learned about its audience’s daily video viewing habits, according to the company. For instance, visitors prefer news and business stories in the morning, but more lifestyle-oriented content during the middle of the day, and show an increased appetite for entertainment stories as the day moves along, Maureen Sullivan, president of AOL.com and Lifestyle Brands, told Adweek.
Content will come from a wide variety of sources. The company’s partners include Conde Nast Entertainment and several of its magazine brands, ESPN, and The Wall Street Journal. Additionally, HSN will deliver a mix of content and video-commerce options to AOL.com viewers, while WWE is packaging multiple wrestling shows, including “WWE Top 5,” “WWE in 5,” and “WWE Inbox.”
AOL-owned brands will also join the party. Videos from Engadget, HuffPost Live, Makers, Moviefone, and StyleList will show up on AOL.com.
It was only a matter of time before AOL brought video to one of its most valuable pieces of real estate. Video has been a major area of focus at AOL even since it acquired 5min Media in 2010, which the company followed up with the launch of the AOL On Network, the acquisition of Adap.tv, and an ongoing slate of original content from celebrities like Nicole Richie and Steve Buscemi.
But what makes this new video experience on AOL.com far more interesting — and not just an instance of the company finding a new place to promote the content it’s already offering across AOL On — vlogging is also now a part of the AOL.com experience.
The company has signed deals with a series of “AOL Experts,” who will create vlog-based shows around specific areas of interests relevant to AOL.com viewers. The talent list includes Tracy Anderson (fitness), Tony Dovolani (dance), Kennon Earl (real estate), Stacy Kaiser (psychology), Zach King (Vine star), Dr. Karin Latimer (health and parenting), Harley Pasternak (fitness), Rachel Roy (fashion), Molly Sims (lifestyle), Sabrina Soto (lifestyle), Sam Talbot (food), Alexa von Tobel (personal finance), Farnoosh Torabi (personal finance), and Essie Weingarten (beauty).
Expect to hear about the new curated stream on AOL.com, as well as the company’s recent original series commissions “Connected” and “Park Bench,” at its Newfront event on Tuesday, April 29.