Fullscreen’s new streaming service goals to be the MTV for the YouTube era
It’s not precisely a Netflix or YouTube rival, however AT&T-backed Fullscreen is hoping to carve out its personal area of interest within the now-crowded subscription video market with its new service, launched this week. The $5 per thirty days providing consists of a mixture of shorter, unique content material alongside full-size Hollywood films and TV exhibits, like “Hitch,” “Dawson’s Creek,” and “Saved by the Bell,” for instance.
At launch, the corporate says there’s over 800 hours of content material obtainable for streaming, in an app that works throughout iPhone, iPad, Android smartphones, Chromecast, and by way of the online at Fullscreen.com.
In contrast to YouTube, the place nearly all of content material comes from consumer-generated movies, Fullscreen’s unique lineup includes a number of scripted collection, like its reboot of a 1970’s TV collection, “Electra Lady and Dyna Woman,” that includes YouTube stars Grace Helbig and Hannah Hart, which focuses on the lives and adventures of two underneath-appreciated crime fighters.
Different exhibits converse to acquainted and fashionable formulation for teen fare.
For instance, “Filthy Preppy Teen$” might attraction to the demographic who watches issues like “Fairly Little Liars,” or the CW community. “Making Strikes” combines the recognition of dance exhibits and their artistic choreography with a scripted collection about making an attempt to make it in L.A.
Unscripted collection embrace “My Selfie Life,” plus unfiltered conversations on exhibits like “Shane & Pals,” “Zall Good with Alexis G. Zall” and “Kingdom Geek.”
In the meantime, nods to teen and millennial tradition are rife all through Fullscreen’s app and its movies.
As an example, its docu-collection referred to as “My Selfie Life” has an episode that includes a topic who misplaced 200 kilos by way of Instagram; “#O2LForever” follows a YouTube supergroup as they embark on their North American tour; and inside the first 5 minutes of “Electra Lady…,” the primary characters have dropped popular culture references to each Tumblr and Snapchat.
Plus, the app cheekily organizes its content material into sections whose titles reference the best way teen and younger adults watch movies immediately. That’s, in the event that they’re not watching a number of-minute brief piece of content material on their cellular, then they’re spending hours bingeing their means by means of a multi-season collection.
Fullscreen’s app virtually too-cleverly calls this out, with sections like “I’ve Acquired Like 10 Min,” “Hurry, Make Me Chuckle,” or “Binge On This.”
Different part titles are additionally written as if penned by teenagers who don’t give AF.
Actually, one that includes dramas is definitely referred to as “Darkish AF.” Different sections embrace “Women Run the World,” the place you’ll discover all the things from “Daria” to Beyoncé, “Romance Me,” “LMFAO,” “How Dramatic,” and extra.
And when you don’t need to browse by part, you’ll be able to decide a present based mostly on temper by choosing whether or not you need to “snack” or “binge” after which the way you need to really feel (e.g.”laughing until it hurts,” “getting bizarre,” and so forth.)
Not Simply Video, A Social Platform
Considered one of Fullscreen’s defining options is its in-app video participant, which presents a button that, when tapped, permits you to create GIFs which you can add captions to then share throughout social networks, together with Twitter, Fb, and Tumblr.
This GIF-making perform is amazingly easy to make use of. It’s intelligent too – making and sharing GIFs of TV exhibits and films is a well-liked method that at present’s younger adults socialize round content material, and Fullscreen has made this exercise a core half to its streaming service.
As well as, a social part within the app allows you to comply with different individuals’s GIFs, the place you’ll be able to flip between streams of the preferred gadgets and people who have been simply created. You’ll be able to seize these GIFs, too, and share them together with your networks. And you may give them a Fb-like “thumbs up” or depart a remark.
Like every little thing else on Fullscreen, the GIFs converse to the younger viewers on the app with jokes about Coachella, Tinder, web outages, “Becky with the great hair,” Uber, texting and finals.
Yep, this isn’t your mother’s Netflix over right here. And that’s the purpose.
In response to feedback from Fullscreen CEO George Strompolos, the objective with Fullscreen is to perform as one thing like an MTV for in the present day’s era, who grew up watching on-line video, not conventional TV.
“When you have been to relaunch a community like MTV in the present day, how would you do it? You’d in all probability do it in an over-the-prime setting,” he stated earlier. “You’d in all probability do it with the brand new era of creators who’ve captured the hearts and minds of the youth, and you’d in all probability ship it in a cellular-first expertise.”
Fullscreen is owned by Otter Media, a three way partnership between AT&T and Chernin Group, and represents AT&T’s try and enter the cellular video market. AT&T won’t solely assist to distribute the app to its subscribers, it’s additionally co-producing premium content material for the service.
That makes Fullscreen a competitor to [TechCrunch parent] Verizon’s newly launched go90 cellular video service. However the largest differentiator right here is the very fact that go90 is advert-supported as an alternative of paid. However just like AT&T’s strategic partnership with Fullscreen, Verizon has additionally taken its personal stake in rival media community AwesomenessTV to flesh out its personal unique, unique content material.
The query now’s what number of of those area of interest rivals the market has room for underneath Netflix, Amazon and YouTube’s shadow.
At a press occasion earlier this week, Fullscreen COO Andy Forssell stated the corporate believes it may well attain 5 million subscribers, The WSJ reported, nevertheless it didn’t supply a time-frame as to when it expects to satisfy that objective.