Samsung is shuttering its Milk Video service in November. The company announced the shutdown Monday on Google Play, writing: “While we remain committed to providing premium entertainment services, we have decided to end support for the Samsung Milk Video app as of November 20, 2015.”
A Samsung rep declined to comment on how the closure will affect Milk Video staff.
The closure comes almost to the day a year after Samsung launched Milk Video as a mobile-focused service focusing on short-form video content. Samsung at one point envisioned Milk Video as part of a larger suite of content-focused apps for mobile devices, which also includes the company’s Pandora-like Milk Music service.
Samsung struck some deals with Vice, Funny Or Die and others for exclusive short-form content, complemented with videos aggregated from YouTube, Vevo and other sources.
The app was initially just available for download for select Samsung phones, but got eventually also pre-loaded on all of the company’s new flagship phones. Users were informed Monday that the app may disappear from their phone with an upcoming software update.
The Milk Video shutdown comes after Variety exclusively reported on layoffs at Samsung’s content and services unit in March. Samsung’s VP of content and services Kevin Swint, who previously ran Apple’s iTunes video business, also left the company earlier this year. At the time, a spokesperson said that Samsung remained “committed to delivering engaging, connected entertainment experiences through its Milk platform.”
The timing of Milk Video’s demise is notable in part because other players are currently trying to crack mobile video for millennials as well. Former Hulu CEO Jason Kilar launched mobile-video service Vessel with a Hulu-like freemium model this March, and Verizon is about to unveil Go90, its own mobile video platform.