Rooster Teeth has had an SVOD service for 13 years. Kind of. For $4.99/month, fans could become “sponsors,” entitling them to early access to Rooster Teeth videos and a 5% discount in its merch store.
Today, the Austin-based gaming-centric digital studio announced that it will be formalizing and expanding its SVOD experience. Beginning on July 1, the service will be rebranded as First, with an added new premium subscription tier for “super fans” called Double Gold, featuring additional benefits, including monthly delivery of a box of exclusive merchandise valued at $60 or more.
“Since the beginning, our subscribers have seen Rooster Teeth content first,” said Burnie Burns, co-founder and chief creative officer of Rooster Teeth, in a statement. “When we started the company, YouTube didn’t exist and we had to ask for some sort of support to afford the bandwidth for uploading videos. To this day, every time we debut content we’re excited to see how our audience reacts, and without fail the first comment is usually ‘first!’ The name makes sense for us in many ways, since we were also one of the first brands to create video series for the internet.”
First membership will be priced at $4.99/month or $19.99 for six months ($3.33/month), with a 30-day free trial for new subscribers. Perks will include exclusive behind-the-scenes content, extended cuts, First vlogs, live broadcasts, exclusive premium series, a 5% discount on all Rooster Teeth merchandise and first access to live event ticket sales.
First Double Gold membership will be priced $34.99/month or $179.99 for six months ($29.95/month). Benefits include the aforementioned montly merchandise box, a 10% discount on all Rooster Teeth merchandise, first access to live event VIP passes, exclusive contests, giveaways and a monthly Q&A.
“We’re not blind to the saturation of the SVOD market,” said Matt Hullum, co-founder and CEO of Rooster Teeth, in a statement. “But we believe what we’re offering with First and Double Gold, especially, is wholly unique to us and our community-driven strategy. The media companies that will succeed in this market need to be deeply engaged with their community, and that’s been our strength all along.”
According to Rooster Teeth, its subscriber base has doubled in the past year to more 135,000 people, driven by content such as the animated series “RWBY” and the recently-released drama “Day 5.”
Rooster Teeth’s upcoming premium content slate includes “Crunch Time,” a half-hour sci-fi action comedy starring Nick Rutherford (“Good Neighbor”) and Samm Levine (“Freaks and Geeks,” “Inglorious Basterds”), new live broadcast series “Theater Mode” and “Heroes & Halfwits,” new animation series “Camp Camp,” and four new feature length documentaries, including “World’s Greatest Head Massage,” premiering July 8, in which Burns and Gavin Free (The Slow Mo Guys) travel across the world in search of the tingles. Rooster Teeth also continues to create new content for its series “RWBY,” “Immersion,” “Red vs. Blue,” “Million Dollars,” “But…,” “RT Shorts” and “The Rooster Teeth Podcast.”
First members can currently watch Rooster Teeth content on RoosterTeeth.com and the Rooster Teeth mobile app (iOS and Android). This fall, Rooster Teeth will begin rolling out its First apps for game consoles and set-top boxes, offering the same video content that is found on Rooster Teeth’s site and mobile app.