Dailymotion Pivots Away From UGC With Premium Publisher Partnerships
The 12-year-old platform has a new look, a new app, and a new focus on brand safety.
With brand safety challenges looming in the marketing world, heritage video platform Dailymotion has relaunched with a new mobile app and several high-profile publishers to prioritize premium content over user-generated videos.
Owned by Vivendi, which is also the parent company of Havas and Universal Music Group, Dailymotion has an audience of 300 million monthly users. While Dailymotion has been around for more than a decade, this relaunch marks the most explicit shift in the platform’s history.
The move away from user-generated content to a model emphasizing premium publishers is part of a broader strategy to deliver video experiences to discerning audiences (25-49) while also ensuring brand safety for ad partners.
Per a press release, this endeavor has involved forging extensive partnerships with names such as Genius, Condé Nast Entertainment, Hearst Magazines Digital Media, Bloomberg Media, Group Nine Media, BBC News, VICE, Refinery29, Mic, Billboard/The Hollywood Reporter, Cheddar, Fuse Media, FOX Deportes, USA Gymnastics, Fans 1st Media (a division of Cox Media Group) and GLORY Kickboxing. Once more feedback is obtained, specifically in terms of what is resonating most with users, more partners will be added to the list.
“As the leading provider of global business news, we’re thrilled to partner with Dailymotion to deliver our premium video and partner content on its new data-driven platform. We see our partnership as an important step to extending our reach, and bringing high-quality business, finance, and technology news to new, relevant audiences,” said Christine Morgan, Head of Content Sales at Bloomberg.
The content hosted on Dailymotion will center on four key categories: news, sports, music, and entertainment, with live events like sports games and concerts being the focal point.
As far as the app itself, the company has entirely revamped its interface with new key sections and features including a personalized feed based on each user’s specific tastes and interests; a discovery section where users can browse trending topics, moments, and channels; and a library where content spanning playlists, videos, and subscriptions, can be stored to watch at your convenience, even without an internet connection.
For publishers, Dailymotion has also announced a new HTML5 video player.
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