With the influx of smart TVs, set-top boxes, and connect-mobile devices, many people are discovering a new world of independently produced web video content. And for Internet TV network Revision3, this trend has translated into record growth that puts it on par with some cable TV networks.
If you’ve ever perused the free content channels available on pretty much any internet-connected video device, it’s very likely that you’ve seen Revision3’s familiar logo. The network is available across a plethora of digital platforms (e.g. Roku, Boxee, Zune, Tivo, Yahoo’s Connected TV Platform, Google TV, iOS, Android, and an HTML5-optimized video player).
The company produces a variety of original web programming about technology, comedy, pop culture, video games, music, and more. Some of its most popular shows include Diggnation, Tekzilla, Destructoid, and my personal favorite, the Totally Rad Show. While the shows are mainly produced in Revision3’s studio, videos get distributed to a variety of different channels (YouTube, Facebook, AOL, Yahoo, iTunes, etc.) and generate revenue from a mix of advertising and in-show sponsorships.
Revision3 recently shared its 2011 growth report with VentureBeat, and it shows that internet television networks are finally starting to break into the mainstream: The network’s total viewership across all video programs in 2011 reached nearly 800 million, while annual revenue was up 53 percent compared to the same period last year.
Revision3 also reported an increase in the size of its advertising/sponsorship deals, up 80 percent from a year ago. Not only that, but the network managed to gain advertising dollars from some of companies such as Ford, Doritos, Electronic Arts, Verizon, Sony, T-Mobile, Citrix, Gamestop, HTC, About.Me, and Samsung.
Most of Revision3’s programming appeals to the coveted 18- to 34-year-old male demographic, which Revision3 CEO Jim Louderback refers to as “the lost boys”.
“They don’t watch TV anymore, and most of their time is spent on the internet consuming web video,” said Louderback, who attributed part of the network’s higher viewership to its new lineup of popular YouTube shows, such as the Philip DeFranco Show, Film State, and Epic Meal Time.
As for the higher revenue, Louderback said ad clients are finally starting to shift from “testing the waters” with advertising on non-traditional programs to really making a large monetary commitment. “They’re starting to trust us because we can prove what kind of a return to expect,” he added.
Louderback said the company is already seeing record growth in 2012. Earlier this month, the network provided extensive live coverage of the Consumer Electronic Show, which included over 200 videos from various Revision3 shows. Over the course of a week, the CES videos delivered over nine million views.
“I don’t see doing live shows as something that’ll increase the audience overall. But if we can provide unique access to something in real-time, then it can work very well like it did with our CES coverage,” Louderback said, adding that Revision3 will do more live videos in 2012 when it makes sense.