VRV, an SVOD service that aggregates streaming channels and content, said that it now has 1.5 million registered users and more than 1 million monthly active users.
Arlen Marmel, general manager for VRV (pronounced “verve”), said that most of the monthly active users are not premium subscribers but seemed pleased with the progress.
“We’re really happy with the way we’re scaling,” said Marmel, adding that VRV is seeing good consumption on average.
The service, which launched in October 2016, said that it has racked up more than 1 billion minutes (or 15 million hours) of watch time and 50 million video views. Marmel said that the average user spends 3 hours per week watching video on VRV, but that premium users spend 5 hours per week (43 minutes per day) on average.
On top of the new user numbers, VRV said offline viewing will launch by the end of this year, and that early next year it will launch on Apple TV and some Amazon devices. The service also unveiled a new channel partner in CuriosityStream, an SVOD specializing in science documentaries. That agreement builds on recent deals VRV made for its curated channel VRV Select, including a deal with Fandor for a bunch of films, GKids for animated films, and Hi-Yah for Asian action films.
“We’re trying to create a richer experience,” Marmel said. “We’re allowing people to experience euphoria around whatever they’re passionate about.”
Marmel said that when adding new channel partners or curated content, VRV is trying to grow from where it began with Anime. “We want to grow logically,” said Marmel, adding that even if there’s a passionate fandom around something like sports, that doesn’t mean it will fit with what VRV is doing. He said that strategy allows VRV to focus on specific niches and make features that superserve its audience.
Marmel admitted that it’s fair to call VRV a MVPD from a business perspective since it’s bundling channels and brands, with a few caveats, namely that VRV is not focused on linear networks and it’s not encumbered by that traditional business model.
“We’re working with emerging brands and we’re not going after a broad market,” said Marmel, adding that VRV’s strategy is building offerings around passionate verticals and doing the heavy lifting in customer acquisition so its partners can benefit.
“Our goal is to be big, not broad,” Marmel said.