AwesomenessTV launched in the summer of 2012 as a YouTube multi-channel network (MCN) aimed at tweens and teenagers. In May 2013, it was acquired by DreamWorks Animation for $33m plus up to $117m in bonuses for hitting future earnings targets.
Now in October 2013, its main channel has more than 900,000 subscribers on YouTube and 176m views, but its wider network has 25m subscribers, nearly 2bn views and 65m monthly visitors. A rapid rise, to say the least.
Founder and chief executive Brian Robbins says that AwesomenessTV is capitalising on changing media habits of its young audience. “They don’t watch television any more, at least the way we used to watch television,” he said during a keynote speech at the MIPCOM conference in Cannes.
Robbins said that children are still sitting on their sofas watching videos, but the source is now YouTube and the devices are smartphones and tablets. “It’s not just my kids, or kids in the US. It’s kids everywhere,” said Robbins, adding that half his company’s views come from outside the US, and that half its views and comments come from mobile devices.
“For kids their devices provide a gateway to their friends, and a means to consume the content that they love,” he said. “If you want to reach and engage kids, you have to go where they go, and that’s online.” (more…)