• VideoNuze Podcast #327: Can VRV Capitalize on Crunchyroll’s Success With Niche Audiences?

    I'm pleased to present the 327th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

    This week, Ellation, which is backed by Otter Media, itself a joint venture of The Chernin Group and AT&T, announced a new SVOD service called VRV (pronounced “Verve”). VRV is targeted mainly to the gamer/geek audience with a mix of anime, animation, gaming, comedy, fantasy and technology content.

    While VRV has multiple content partners already signed up to participate, Crunchyroll, the anime SVOD service in which Otter Media holds a majority stake, is clearly the anchor tenant of VRV. Crunchyroll is perhaps the most successful niche SVOD service, with approximately 750K paying subscribers, plus a larger free ad-supported audience.

    To learn more about VRV, Colin was briefed by Ellation’s head of marketing and distribution Arlen Marmel and I was briefed by CEO Tom Pickett. Colin is very enthusiastic about how VRV will leverage Crunchyroll and believes VRV’s freemium approach will find success with its target audience. While I like VRV’s parallels to Amazon’s Streaming Partners Program, I’m more cautious in my outlook, mainly because it’s not quite clear to me how VRV’s pricing/value proposition for a la carte channels vs. its bundle offer will work until VRV launches later this year.

    Stepping back, VRV represents further innovation in business models and user experiences for video services and is part of a broader trend toward SVOD curation/aggregation that we envision gaining momentum.

    Listen now to learn more!

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