Katie Couric is stepping further into the digital world with a new digital series.
The American journalist, who has worked for NBC, CBS, and ABC, is partnering with TheSkimm, a membership company known for its daily newsletter, on “Getting There,” a new short-form digital series that will stream on Facebook Watch, YouTube, and Instagram,
The 6-episode digital series provides a first-hand look at the routines and perspectives of today’s biggest tastemakers, innovators, and influencers. Sponsored by P&G brands Olay, Pantene, and Secret, the series debuts today with Katie Couric interviewing Instagram’s director of fashion partnerships Eva Chen. New episodes will stream weekly with guests including Issa Rae, Ina Garten, Bethenny Frankel, and Jennifer Fisher.
“Getting There” adds to the quickly growing list of content available on Facebook Watch, but not exclusive to the platform. Many media companies — both digital and traditional — have experimented with the platform in an effort to reach the growing number of consumers who are spending less time in front of the TV and more time on their phones and computers. However, despite the initial excitement that surrounded the platform and the $1 billion the company was expected to spend on originals, Watch has yet to resonate with Facebook’s massive audience. A recent study carried out by The Diffusion Group (TDG), found that half of adult Facebook users have never heard of the free video service, while 24% have heard of it but never used it — despite the fact that Watch is featured on social network’s navigation bar and marketed heavily within the Facebook app.
But even with this lack of awareness among consumers, certain companies have been able to find success on the platform. Just yesterday Buzzfeed announced that it would be renewing its Facebook Watch series “Relationshipped” for a second season. The interactive dating show, which allows viewers to vote on certain aspects of the show, garnered more than 15 million views in its first season. And other content such as “Tom vs Time,” which stars New England QB Tom Brady, has consistently achieved more than 5 million views per episode.