Mashable Inks Content Deal with Collective Digital Studio

/ Nov 11, 2013


Mashable has inked an original programming deal with Collective Digital Studio, one of the top multi-channel networks on YouTube.

Per the deal, CDS will develop, produce, and distribute new original video programming under the Mashable brand. “I think you’ll see content that’s representative of Mashable in its topicality and tone, but done in a variety of formats that are tailor-made for YouTube,” says Adam Ostrow, chief strategy officer at Mashable. “So you’ll see stuff about web culture, tech, and entertainment, but done by personalities that already have a big presence on YouTube and know how to connect with that audience.” CDS represents YouTube talent like Epic Meal Time, Rhett & Link, Hannah Hart, Dane Boedigheimer (“The Annoying Orange”), and Freddie Wong, among others. Mashable and CDS say that they will also look to feature “fresh new voices.”

The deal is described as a partnership between two media companies capable of reaching the 18- to 34-year-old demographic, which some like to refer to as Millennials or the “connected generation.” Mashable currently reaches 22 million unique visitors per month. CDS’s network, meanwhile, is said to generate over 200 million views a month across 150 channels.

That’s one of the biggest reasons for why Mashable chose to partner with CDS, according to Ostrow. Mashable wasn’t only attracted to the CDS’s scale, Ostrow says, but also the fact that the network only has 150 “premium” channels. “This was really important to us, as we’re still going to be very hands-on with content and strategy,” he says.

Another reason? Branded content. “They also understand branded content, which is already a key driver of Mashable’s business and in the long-run is how we’ll look to monetize on YouTube,” says Ostrow. “And given [CDS’s] background as an agency, they know how to work with talent and build relationships, which is incredibly important to winning on YouTube.”

Mashable has spent the past couple of years diving deeper into original video programming. In most cases, this has come in the form of one-off clips and branded content, some of which is produced in-house while the rest is produced by partners like Newsy. Altogether, the social news and entertainment site is currently generating 5 million views per month across platforms.

And not for nothing, this is a pretty good partnership for CDS as the network, like other YouTube MCNs, looks to expand its reach across other video sites and platforms. Though, as Ostrow notes to us, the initial focus of this deal is to build “the YouTube audience first and foremost.”

The CDS-produced shows, which will begin premiering in early 2014, will be available on YouTube — via a revamped Mashable channel — and Ostraw says Mashable and CDS are still in “the midst of developing concepts” as they prep the Q1 rollout.

Mashable and CDS will also work together on ad sales for the content.

Tags: , , , , , , , , ,


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series