Barcroft Media says the way to digital success is paved with factual content
In the latest video industry news, Barcroft Media, a UK-based content production and distribution company, has launched a new app dedicated to its digital channels. The app will house content from its YouTube Channels: Barcroft TV, Barcroft Animals, and Barcroft Cars, which, when combined, has nearly 4 million subscribers. New shows will premiere on the app 24-hours before its released on YouTube the company’s YouTube Channel.
According to CEO Sam Barcroft, the company hopes to take advantage of linear network’s recent dilemma to commission factual programming for a younger audience, which is watching less scheduled, traditional TV.
“We are fast becoming the factual TV brand for the digital generation. Linear channels have largely abandoned commissioning factual programming for the under 30s which gives us a huge opportunity,” Barcroft explained. “We’re trying to take advantage of that, in the way MTV did 30 years ago with music television. We think there’s a gap in the market that is pretty wide.”
Barcroft Media generates approximately 40% of its global YouTube views, and the bulk of its advertising revenues, from the U.S. According to the company, the sweet spot for viewing is between six and 11 minutes. Barcroft has already greenlit several “midform” pilots in this category. “Let’s Stray Together,” which explores polygamy; “Miami Law,” a courtroom observational documentary; and “Get Nailed,” a reality show set in a Las Vegas nail salon.
The new Barcroft TV app will begin to roll out across multiple platforms and devices including Amazon Fire TV, Apple TV, Roku, Now TV, mobile platforms iOs, Android, Windows 8 and smart TVs such as Samsung, Sony, and LG from 25th September.