Wired Magazine Introduces New Streaming TV Channel

As the new month ushered in, Wired Magazine launched its first streaming TV channel. This is the publisher’s response to the over-the-top (OTT) video environments increasingly becoming the norm.

Starting July 1, viewers can access Wired’s streaming channel on Amazon Fire TV, Android TV and Apple TV. The service will also be available on Roku beginning next week.

Condé Nast, Wired’s parent organization, had the streaming video channel already as part of its agenda for this year. The TV channel is one of a series and Wired is the first one of them.

Kimberly Kelleher, Condé Nast’s brand executive for Pitchfork, Wired Media Group, Golf Digest and GQ, revealed that Condé Nast views online streaming as an opportunity to reach more audience.

She affirmed that the publishing company is mindful of the people’s increasing usage of connected TV devices. In addition, the company understands that consumers nowadays prefer the on-demand TV experience. So in response, it introduced streaming video channels.

Bon Appétit, the culinary magazine, and GQ, the men’s magazine published monthly, will also have their streaming TV channels slated to be launched in 2019.

Wired’s streaming TV channel includes the most popular shows and videos from the magazine’s website and YouTube channel. Among these shows are “Technique Critique,” “Almost Impossible,” and “Autocomplete Interviews.”

As the publication celebrates its 25th anniversary this year, more TV shows and licensed films are lined up for its streaming TV channel.

Small and middle-tier streaming TV channels struggle with viewers who refuse to give them the time of day. This is due to the reality of an ocean of channels diminishing their probability of getting noticed. Roku alone is reported to offer over 5,000 channels on a wide array of categories.

Nonetheless, Alan Wolk, TVRev’s chief analyst, pointed out that Wired has the advantage of being a “solid brand.” He explained that the publisher does not have to contend with the dilemma of discoverability.

Wired is “fortunate that it’s a big enough name,” Wolk affirmed.

Kelleher is assured that Wired will be able to attract a lot of audiences and loyalty. Wired’s YouTube page is a testament to its success, boasting over 688 million video views every year and over 2.3 million subscribers.

Kelleher added that Wired met the requirements of connected TV platforms: trusted and high-grade brands and content attracting more viewers and help to build their image. Hence, Amazon Fire TV, Apple TV, Android TV, and Roku, have all committed to advertising the streaming TV channel on their platforms.

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