It looks like Viacom sees some Nickelodeon-like potential in pocket.watch, a kids-centric digital media company — at least enough to lead a $15 million round of funding for the company and enter into a wide-ranging commercial agreement with the kids brand.
Under the commercial agreement, Viacom will attempt to significantly expand pocket.watch’s ad sales reach. The media conglomerate says it intends to package pocket.watch branded video inventory with Nickelodeon inventory to extend advertising reach across digital and traditional platforms. The companies will also work together on a variety of talent initiatives including identifying up and coming talent and creators.
This isn’t the first time the two companies have joined forces. Pocket.watch and Viacom have already engaged in a variety of content initiatives together including developing “Skoogle,” the kids sketch comedy show created by and starring Keenan Thompson, for Nickelodeon, while Paramount Players has purchased a pitch from pocket.watch for a feature film currently known as “The Unboxing Movie.”
Since its launch in 2017, pocket.watch has focused on partnering with kid-and-family-oriented YouTube creators, including Ryan ToysReview, EvanTubeHD, CaptainSparklez, and HobbyKidsTV. Starting next month, the company will begin to rollout long-form content featuring their original IP and creator partner brands to top streaming networks, will introduce an extensive line of toys and apparel featuring one of their most well-known creator partners to major retailers nationwide.
“Pocket.watch’s unique and comprehensive approach to celebrating the new digital stars of today makes them an outstanding partner for Nickelodeon and our unmatched connections with kids around the world through video, digital and real-world events,” Sarah Levy, COO of Viacom Media Networks. “It’s great to be in business with them and we are excited to be expanding our relationship with such an innovative new media brand.”
Pocket.watch has raised $21MM since launching in last year and currently boasts over one billion monthly views across twenty YouTube channels, with a combined subscriber base of over 34 Million.