AOL Video Wants to Take on Youtube

written by: Richard Kastelein

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AOL Inc today announced the creation of AOL Video to aggregate its vast online video library assets under one strategic umbrella, and to drive the creation, production and syndication of high-quality online video content for its millions of users.

Comparing data from comScore July 2010 to October 2010, AOL video streams increased from 192 million to 493 million, an increase of 157%. "You've Got..." the video series that launched on the new AOL.com on November 1, generated more than four million views in its first two weeks, and featured a diverse guest list including Kelly Ripa, Barack Obama, Good Charlotte and the Marines in Afghanistan. For comparison, that puts "You've Got..." on-pace with a top 10 Web series. Overall, video views on the new AOL.com are up more than 3X since launch.

"In just a few short months, you can see by the data that our commitment to video is really paying off for users and advertisers," said David Eun, President of AOL Media & Studios. "We have no doubt that video is the future of content on the Web, and AOL's goal is to be the market leader at every point on the value chain. Our distribution capability is the keystone that links the high-quality video content we create at AOL to the premium publishers that carry it, the engaged users who consume it, and the premium brands that partner with us to create it."

AOL Partnerships

In the second half of 2010 alone, AOL has closed deals with more than 20 premium content partners and digital studios to deliver a mix of high quality programming to AOL's audiences. Within that mix, AOL has announced several new video franchises not seen anywhere else on the Web, including partnerships with Vuguru, Ben Silverman's Electus, Next New Networks, Telepictures Productions and the Ellen DeGeneres Show Web site and MarloThomas.com.

Other video franchises across AOL's owned and operated properties include, AOL Sessions; The Engadget Show; Translogic on AOL Autos; a number of shows on Cambio.com - Cambio Connect, Cambio Style, Cambio Goes Home, Cambio Cares; and The Secret Millionaire's Club on AOL Kids.

 

AOL also announced today that Ran Harnevo, co-founder of 5min Media, the Web's largest video syndication platform that AOL acquired in September, will oversee AOL Video as Senior Vice President. Harnevo will lead AOL's efforts to partner with the world's most visionary video creators, increase the presence of video across AOL sites, and oversee the distribution of content from AOL video partners across the Web. He will also lead the development of a single online video distribution and syndication platform with advanced functionality for an improved user experience. Harnevo will report to David Eun, President, AOL Media & Studios and David Mason, Senior Vice President, AOL Content Platform.

Production, Syndication and Reach

As part of its strategy to offer video experiences for its users, AOL also has state-of-the-art HD studios in Los Angeles and New York to produce premium original content for AOL's owned and operated sites.

AOL's acquisition in September of 5min Media brought distribution and market reach to more than 800 premium digital publishers with a combined 300 million monthly UVs, and 350 million monthly video streams (including ad and content videos). Additionally, AOL has video content from more than 1,000 of the world's largest media companies and professional independent video producers; more than 3,000 freelance filmmakers, editors, animators, voice talent and writers/producers to create quality, professional video; and more than 200,000 categorized, tagged and rated videos across 21 verticals including home, food, beauty/fashion, health and travel.

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