Roker Labs is pushing deeper into live-streamed entertainment with its latest partnership with open live video platform YouNow. Come early 2016 the company, which has been making a significant push in over the top programming, will rollout a series of pilots targeted at YouNow’s strong Gen Z demo.
And they are using data to do it. Roker Labs has already been active in live and short form videos on other platforms like Periscope so when evaluating how best to expand those efforts, Roker Labs tapped YouNow’s data to inform the strategy. Using video data shingle, Dextro, Roker Labs found that most common topics on YouNow are consistent with most other open platforms — Celebrities, Social Media, News & Politics, Food, Music and Gaming — plus just Casual Conversation a sort of “hanging out” for the Internet generation.
“We just see an enormous opportunity for livestreaming for anyone interested in a real, interactive connection to consumers,” said Ronald C. Pruett, Jr., Co-Founder of Roker Labs. “[YouNow] has singularly developed a defined audience and that is really important for brand marketers looking for scale in this developing live space. It also has a unique, embedded incentive business model for their broadcasters and that is missing on many of the other platforms today.”
The content will be wholly produced and owned by Roker Labs, with food as the first focus for the initial pilots as well as making the programming highly participatory. YouNow also hosts shows from Refinery29 and Huffington Post.
“70% of the audience is participating [in the content creation.] This is a hallmark of this format which is a two way street as opposed to passive content creation,” YouNow CEO Adi Sideman noted.
And Pruett tells me that when they are looking to find success the content will be evaluated both by live streaming activity as well as on demand viewing post-stream.
“Our initial goal is to grow the live audiences and we’ve been testing a number of different show categories and formats and digging deep into the data to alter the programs as needed. We want to keep the audiences engaged and this data and live feedback from the viewers are key for us right now. At the same time, there is a strong viral component to each show and that has led to significant VOD views on the platforms that are capturing the live streams. For some shows, VOD is adding an additional 50% of viewers.”
For more on YouNow’s audience and platform behavior, check out the infographic below:
70% of the audience is participating in the content creation. This is a hallmark of this format, which is a two way street as opposed to passive content creation.