Eight months after announcing it at the NewFronts, Time Inc. went live on Thursday with the Daily Cut, a free ad-supported platform aggregating video content produced by the company’s various multimedia brands, including People, Sports Illustrated, InStyle, Food & Wine and Fortune.
Time Inc. currently produces more than 60 programs in various formats – short-form, long-form and live – across its portfolio of brands. The company sees Daily Cut as a platform to spur discovery, where someone coming to view an Entertainment Weekly video might also wind up checking out something from Real Simple.
The videos will be monetized with a variety of advertising, from brand integration to pre-rolls. With the content grouped by genre – including sports, news, entertainment, food, fashion and technology – Daily Cut gives Time Inc. the ability to sell advertising by vertical, as well as brand title.
Daily Cut features on-demand video content from a library of more than 35,000 videos. It will also feature live programming such as SI Now and People Now, red carpet and event coverage, and breaking news with personalities from Time Inc.’s video portfolio anchoring curated guides to what’s new and trending.
“Video has become a key component in Time Inc.’s digital growth,” said J.R. McCabe, Time Inc.’s SVP of video, in a statement. “As audiences increasingly consume video across devices, advertisers are following suit.”