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Brief Published: 2 Jun 2016

Fox Targets Gen Y Via Skimm Deal

theSkimm founders Carly Zakin and Danielle Weisberg

21st Century Fox has led investment of $8m in US newsletter TheSkimm, enabling the start-up to expand into original video creation, with in-house production hub SkimmStudios aiming to go live by the end of 2016.

Skimm’s core email has over 3.5 million readers daily – predominantly aspirational millennial females (see Millennial Women Embrace Email Newsletters for more). “We were immediately impressed with TheSkimm’s unique editorial voice, and by their ability to drive meaningful engagement with their community of users,” said Randy Freer, president and chief operating officer for Fox Networks Group.

Original video content is becoming key to media and marketing strategy, with the US digital video advertising market expected to double by 2019 (eMarketer, 2016). Last month, Amazon launched Amazon Video Direct to compete with YouTube and Vimeo, enabling all Amazon customers – and brands – to upload their own original video content. American media company Condé Nast, British newspaper The Guardian, and US toy manufacturer Mattel were among the first to sign up.

Meanwhile, Newsy, the US millennial-focused news platform that reached 300 million Gen Y viewers in the first quarter of 2016, announced the launch of the Newsy Brand Studio at the Digital Content NewFronts conference in May 2016. The studio will enable brands to connect with Newsy’s millennial audience via native video advertising opportunities. At the same event, the New York Times announced six new original video series, covering music, science, travel and sport.

For more on marketing to millennials, see Marketing to Millennial Women, Millennial 20/20 Summit and Youth Marketing Strategies 2016. For more on video engagement, see Live-Streaming Strategies, Millennial Men & Mobile Video, and New Video Marketing Strategies.