Popsugar is now in living rooms.
Well—it technically already was via laptops, mobile and other devices—but the San Francisco-based media company’s videos became available today on Apple TV.
“We’ve been waiting for more mechanisms to getting into the living room,” said Popsugar chief business officer Jen Wong.
Popsugar’s mostly Millennial user group already skews towards heavy iOS use so going to Apple TV made sense but there are also opportunities to win over new fans in the process, Wong said.
“We are just eager for all of this, for more access and more ability to get our videos into users’ hands,” she added.
The content’s there. Popsugar’s team of content creators produce about 150 videos monthly, filmed in studios in Culver City, San Francisco and New York, along with on-the-street filming. Content ranges from fitness videos to those on cooking, beauty and styling.
“For Popsugar we want to be everywhere that our user is,” Wong said.
The plunge into Apple TV for Popsugar could also pave the way for sister site ShopStyle to eventually go that route, although the conversion will take time. ShopStyle serves as a hybrid search and e-commerce company for apparel, accessories and home products.
“We’re really interested in ShopStyle having a shopping experience on the screen and I think as distributed commerce and buy buttons come in, and we have an initiative around that, I think the intersection of the two will be interesting,” Wong said.
Still, selling consumers on shopping from their TV screens has yet to have taken off in a big way.
“A lot of it is about the transaction and right now it’s extremely difficult,” Wong said. “So in the living room it’s going to take some time to get the perfect product experience there in terms of transaction,” she said. “So I think that’s an area that will require a lot of thought and iteration. It’s a new behavior.”
One area the company does have clarity on potential for expansion is fitness.
It already debuted a specialized app for fans of its fitness videos over two years ago and the success of that has given executives confidence to think that category could also translate well on TV screens with Wong adding, “Active is an area where we’ll probably double down for Apple TV.”