Fremantle’s The Pet Collective to Add a Lot More Live Streams

/ Aug 19, 2013

petcollective

Since launching during the Newfronts, FremantleMedia’s The Pet Collective destination, a hub of originally-produced and curated pet content, has risen to reach 974,000 unique visitors per month, says Tom Maynard, the channel head at The Pet Collective. The team at The Pet Collective obviously has no plans to stop there. With a desire to create “the biggest pet destination” on the web, the team hopes to eventually top 5 million uniques per month, and maybe even reach as high as 10 million.

One way The Pet Collective plans to get there, according to Maynard, is to increase the amount of video content available on the site. Specifically, this includes “rapidly expanding” ThePetCollective.tv’s live streaming capabilities to more than 100 streams over the next 12 months.

Right now, the site runs anywhere from 10-12 live streams of animals ranging from corgis to a pregnant mini-horse (yep). Maynard says those who are watching the live-streaming content are watching tons of it. The average minimum watch time for a live stream usually hovers around 20 minutes, he says, while also noting that the site’s Eagle Cam on Catalina Island has gone as high as 35 minutes per viewing session. It’s easy to get excited with numbers like those, and it’s clear that both Fremantle and The Pet Collective team are (“That is engagement,” exclaims Maynard).

With that in mind, The Pet Collective plans to add a couple of more “big” live streams over the next few weeks. One will come via a partnership with the Australia Zoo, which is owned by famed wildlife expert Steve Irwin’s family. The Pet Collective and the zoo have agreed to produce on-demand content as well as a live-stream of newborn Sumatran tiger-cubs. The stream will go live after the cubs are born sometime near the end of this month. “We are looking for relationships with different zoos throughout the US and the world,” notes Maynard.

The Pet Collective plans to monetize the live streams with pre-roll and mid-roll ads, but is also looking deeper into brand integrations. Maynard says the team is currently building packages that will make it possible to integrate sponsors into the streams “on a more permanent basis.” He cited The Pet Collective’s partnership with pet food brand Purina, which was fed to the puppies featured in various live streams, as an example of a way to organically insert a brand into the content.

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