Looks like Verizon has been holding its go90 numbers close to its chest for a reason.
According to a report from the Wall Street Journal, go90 advertisers have been disappointed by slower-than-anticipated uptake of the mobile video app.
The report said figures from analytics firm App Annie show the number of users downloading the app has varied widely since its launch, but the app has accumulated an audience of “several million” monthly active users. Go90 traffic tends to surge during major sporting events, like the NCAA’s college basketball championship games – which makes sense given Verizon’s partnerships with the NFL, NBA and others, the report said.
Still, some in the ad community have also questioned Verizon’s strategy around go90 and raised doubts about viability of such a product up against competitors like Facebook, Snapchat and YouTube.
Warren Zenna, EVP and managing director at Havas Media’s mobile advertising specialty division Mobext, told the Wall Street Journal he doesn’t see a unique offering in go90.
“It’s like YouTube but not as good,” Zenna said.
Zenna’s sentiment echoes a warning from financial services company UBS, which said in March go90 would be “hard-pressed to mount a meaningful challenge” to leading competitors like YouTube, Netflix and Facebook.
Go90’s media partners, however, don’t seem as troubled.
Defy Media president Keith Richman told the Wall Street Journal a number of shows his firm produces for the platform regularly elicit user comments. His company’s experience, Richman said, “has been really positive.”
Launched October 1, the Go90 rolodex includes over 10,000 assets thanks to content deals with ESPN, Scripps Networks, CBS Sports, DreamWorks, Vice Media, Discovery Channel, TLC, Animal Planet, ID, the Science Channel, Endemol Beyond USA and New Form Digital, among others.
Verizon has hitherto declined to release metrics around the platform, but CFO Fran Shammo said in January go90 figures had “surpassed what we thought we would have at this time.” Shammo has also said Verizon isn’t expecting go90 to cross into profitability for a year or two.
But Verizon is certainly striving to build go90 up.
In June, Verizon took aim at expanding its audience with updates to the go90 app that streamlined navigation, increased sharing options and eliminated the registration requirement for content viewing. The updates also included the ability to cast go90 content onto a larger screen via Apple TV and Google Chromecast.
In July, Verizon reportedly hired former YouTube executive Ivana Kirkbride to serve as go90’s Chief Content Officer. Kirkbride, who was charged with growing original content in her roles at YouTube, will work to boost the development of original series and channels for go90.
Go90 may also get a boost from Verizon’s recent deal to acquire Yahoo.
During the carrier’s second quarter earnings call, CEO Lowell McAdam said Verizon sees a “huge opportunity” to integrate Yahoo’s assets – including its sports content – with Verizon’s own broadcast relationships to secure streaming deals across AOL, Yahoo and go90.
