The Six Companies Taking on YouTube: Fullscreen

/ Jul 24, 2014


Fullscreen is developing a platform for “premium content” that would exist off of YouTube.

Hoping to cater to the 13- to 24-year-old consumer, the platform would look to distribute content from the “very best digital content and creators today,” the company revealed via a job posting recently.

fullscreenCPdirectoryWhile not necessarily a direct competitor to YouTube, Fullscreen is hoping to reach the same audience that watches YouTube content in droves. The difference is largely that this would be a closed-off platform for high-quality content, available in either an ad-supported free or paid subscription model.

The company represents a large number of talented video creators who could treat the platform as their primary means of distribution. Imagine, for instance, if The Fine Brothers released their next web series first via Fullscreen’s platform, before windowing it to YouTube.

What platforms like Fullscreen’s are trying to do is improve upon YouTube as an engagement and monetization platform. Creators could release their web series or short films on YouTube, but then have to deal with the site’s unfavorable ad split and the overall issue of trying to get YouTube viewers to find their content.

With a deep expertise on YouTube, Fullscreen could develop a platform that not only offers better deal points for creators, but a structure that makes the distribution, discovery, and engagement of their content easier. If top talent finds Fullscreen’s platform more favorable, and trust the company to know what it’s doing when it comes to making their content succeed, then the MCN has a winning product on its hand.

Same goes for digital publishers, which are also trying to figure out how to succeed in online video. Many are investing in the development and production of original programming. If they have a platform for premium short-form that they can easily distribute to, why wouldn’t they take advantage of it?

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