With over 140 million users, of which of which 50 million of them under the age of 21, Musical.ly is a force to be reckoned with, especially in terms of content.
We have learned that the platform has recently come to a deal with a string of networks, to show original shows on its platform. Such networks include big names such as NBCUniversal, Viacom, Hearst, MTV, Seventeen and E!
According to Mashable, the length of the content will vary from two to four minutes and will be available in the featured section of the app for 24 hours. According to the same sources, the content will be interactive and crowdsourced to some extent, as users will have the opportunity to compile their own clips, using the show’s hashtag for a chance to be featured at the end of the show.
MTV, Seventeen, E! plan original shows for Musical.ly https://t.co/rj8f5P569H pic.twitter.com/0yEumCl654
— The Hollywood Reporter (@THR) June 15, 2017
This is in line with Musical.ly‘s goals, which has also launched Squad and Pingpong apps back in February, focused on video group and one to one video chatting, respectively. The platform, albeit its popularity, has yet to solve the social media puzzle, but with the latest move to host and air original shows, it may have finally found the key.
Moreover, original content is where industry is turning to right now. YouTube Red is dedicated to it, Twitter has announced a handful of partnerships, Snapchat is on the same train and Facebook, amidst other difficulties, has plans to join in as well. With Musical.ly’s great adoption rates among teens, we’re sure original content is the right way forward.
All shows will start rolling out immediately.
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