Even more roly-poly puppies and fuzzy kittens are about to be unleashed on the Pet Collective, the digital-video network from FremantleMedia North America’s Tiny Riot studio.
Tiny Riot is teaming with Jukin Media, which specializes in curating user-generated viral videos, to form a joint venture to manage the Pet Collective.
Under the partnership, Jukin will contribute pet-centric viral videos from its library, including “Pups running for dinner, time-lapse style,” which has racked up more than 11 million views since posting in late June. In addition, Jukin will sell advertising for Pet Collective, in addition to inventory sold by YouTube.
FMNA launched Pet Collective in April 2012, as part of YouTube’s $200 million original channels initiative. Since then, the channel has topped 165 million lifetime views and has more than 1 million fans across YouTube, Facebook and other social platforms.
The Pet Collective is currently distributed primarily on YouTube and Facebook. With the new partnership, the companies said they will explore additional distribution opportunities, including over-the-top platforms and linear TV.
“Pet content is one of the highest viewed genres on the Internet,” said Gayle Gilman, EVP of digital content for FremantleMedia North America and G.M. of Tiny Riot. “We believe we have found the perfect partner in Jukin to continue to build the brand, and connect with every pet lover online via the Pet Collective.”
Jukin’s flagship brand is FailArmy, which aggregates “epic fail” videos and has 8 million YouTube followers. Fox adapted FailArmy for TV series “World’s Funniest Fails,” hosted by Terry Crews (“Brooklyn Nine-Nine”).
In addition to Pet Collective, Tiny Riot produces game-show channel Buzzr and food channel Munchies in partnership with Vice Media. It also has content deals with StyleHaul and BroadbandTV, and develops and produces digital content around FMNA’s TV properties.