Time Inc. is continuing its video push, adding Hulu, Yahoo and Zealot Networks to join its video distribution network. Original video from Time Inc.’s portfolio of brands will thus be distributed across the trio of networks, the company said Thursday.
The Time Inc. distribution network, which was created in 2013, will also house videos from Hulu, Yahoo and Zealot, in addition to videos from 15 other partner sites. Those partnerships include Amazon/Amazon Video Shorts, CBS Local Digital Media, Gannett/USA Today, Vessel’s Video Service and Nexstar Broadcasting. Time Inc. said it plans to expand the network internationally as well.
“We believe powerful storytelling should be accessible to consumers everywhere,” said J.R. McCabe, senior vice president of Time Inc. Video. “This has informed our approach to creating a digital video network built on the foundation of our owned and operated sites. Today’s announcement underscores our plan to expand that network through creative collaborations with partners that believe in premium content.”
According to Time Inc., deals vary depending on the partner, but all include some mix of revenue share through digital advertising or syndication. For Hulu, Time Inc. brands will get their own pages in front of the paywall. Hulu short films will be accessible to Time Inc., as well. For its Yahoo deal, a Time Inc. spokesman said the company will provide its digital content, and editors at Yahoo will have the option to embed video into their stories.
Time Inc. said that in 2015, it has surpassed more than 1 billion video streams across the network. It cited an October Comscore report that said Time Inc. video registered year-over-year gains of 86 percent in unique views to 16.2 million.
The company highlights a few documentary-style videos it produced, including “Building Hope,” a five-part series honoring military veterans from Southern Living, as well as its Sports Illustrated series, “Underdogs.”
Storytelling aside, video is a common way for publishers to reap revenue from advertisers who are looking to get their brand’s message in front of potential consumers. In the face of waning print advertising, publishers — both legacy and digital — are doubling down on video, and Time Inc. has been no exception.