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Introduction

This research note examines Vice Media's rise to prominence in millennial-focused digital media, and frames its imminent entry to linear TV following its takeover of the A+E-owned H2 TV channel in the US.

Highlights

  • A multiscreen video presence will enable Vice to maximize its video advertising income. It needs to be able to show advertisers it can reach and engage millennials on a “platform agnostic” basis, to quote CEO Shane Smith. This is becoming more important as the trend towards ad-blocking grows.

Features and Benefits

  • Describes how Vice Media is capturing the millennial audience with its media content and strategy
  • Analyzes Vice Media's imminent entry to the linear TV space and the resulting implications for existing broadcasters

Key questions answered

  • How has Vice Media built and monetized its millennial-focused cross-channel presence in the media industry?
  • Why is Vice Media launching its own linear TV channel?
  • How is Vice Media's move into linear TV likely to affect the dynamics of the traditional TV market?

Table of contents

Ovum view

  • Summary
  • Cultural resonance has been more important than platform for Vice
  • Vice Media is moving further into TV with the A+E Networks deal
  • Vice will be looking for TV partnerships in other regions

Appendix

  • Further reading
  • Author

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