People are watching more content via connected TVs and XUMO is thriving because of it.
The company, which was one of the first ad-supported OTT TV services to hit the market, announced today that it has experienced a 325% lift in viewership. The company declined to give any specifics on MAUs or DAUs, but did boast that “many millions” of viewers per month tune into its platform and that the average visitor stays for at least 40 minutes.
Colin Petrie-Norris, CEO at XUMO, says that the company’s recent partnerships with TV manufacturers, like Panasonic, LG, and Vizio, have been responsible for a good portion of the uptick in viewership. Through these partnerships, Xumo comes pre-installed into smart TVs and sometimes even has its own button on the connected TV remote.
“More than 94% of our volume is coming through these TVs,” says Petrie-Noris. “We have a mobile app and a desktop site, but it is a very small amount of our traffic.”
In addition to coming pre-installed into several smart TVs, XUMO is also working with LG to incorporate notifications into its broadcast.
“By in large, TVs are not made for notifications. Until recently. With LG we have pioneered a notifications program where all users of the TV will see a little notice saying we added a new channel or that a certain sporting event is about to start.” This allows Xumo to tap into an audience that may have never thought about checking out the platform. Petrie-Norris says that the notifications have already led to a “massive” amount of activations.
When it comes to bringing consumers back to the service, Petrie-Norris says that Xumo’s kids and news content have performed exceptionally well. According to the CEO, news and kids content drives viewers back to the platform more than any other genre. To that end, XUMO has been focused on beefing up its content offering with programming that falls into not only news and children’s programming, but sports as well.
The company recently announced several partnerships with Eleven Sports, digital news network ATTN, and Endemol Shine, that follow this initiative.
The ELEVEN SPORTS channel on XUMO will provide around the clock coverage of exciting live events from all over the globe to millions of viewers through smart TVs, mobile, and other streaming device integrations; The ATTN: channel will include several of its original hit series, such as “America Versus,” “Your Food’s Roots with Zooey Deschanel,” “Health Hacks with Jessica Alba,” and “We Need to Talk” with Nev Schulman and Laura Perlongo; and Endemol Shine Group is bringing its most popular series to the platform with 2 dedicated channels — Mr Bean and Friends and Puddle Jumper, both of which are aimed at 5-9 year olds.
“We attribute XUMO’s tremendous success to several factors — a focus on delivering free, best-in-class content to a rapidly expanding consumer base, and by providing significant opportunities to advertisers who leverage our insights to engage highly segmented audiences in more targeted, measurable ways,” added Petrie-Norris. “The demand for and opportunities in streaming television will continue to surge as barrier-breaking services like XUMO challenge traditional models while giving consumers exactly what they want.”