Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to create the content targeting pet lovers and pet owners. “Our model is to develop content properties on YouTube that build audiences at scale,” Kontonis said, adding that the company’s nearly 700 channels deliver more than 1 billion views per month on YouTube.
Most recently, Petcentric released a video from Olga Kay and Sam Pepper featuring “Text from Dog,” the first in a new slate of content CDS is producing in tandem with a range of YouTube influencers.
CDS also helped pair Choice Hotels with YouTubers Rhett & Link to co-create the popular YouTube video “I’m on Vacation,” that has earned more than 2 million views. “These YouTube creators are stars with genuine audiences that can be worked with in such a way that best leverages their relationship with their audience,” Kontonis says. As an example of the growth potential of YouTube creators, Kontonis says that online video series Epic Meal Time is being launched by A&E Networks FYI as a 16-episode series dubbed “Epic Meal Show.”
We interviewed Kontonis at the Beet.TV leadership summit on branded video where he was a panelist. You can find additional videos from the event here.