Jukin Media, the California media company that’s built a business by aggregating user-generated videos, has entered into a content distribution deal with the Huffington Post.
Through the partnership, Jukin will provide HuffPo access to its UGC library, which HuffPo can now use to compliment its editorial content.
The short-form videos — which range from viral clips of adorable pets to those of embarrassing and painful “fails” — will be distributed across all 15 editions of the Huffington Post, including lifestyle, parenting and news sites.
In addition, Jukin will work with editors to provide them with information on the videos that comes directly from the video owners in order for the news site to better contextualize the videos and present them with the most accurate information.
The move comes just weeks after HuffPo founder Arianna Huffington announced big changes to the online publication’s video department that will see all of its video units (HuffPost Live, HuffPost Rise, HuffPost originals and HuffPost News) merge into one team. The video team will continue to operate and create original content for HuffPo. Jukin will continue to be responsible for the UGC content used under the deal.
Jukin — which recently hit a milestone of paying out more than $5 million to viral video owners — has inked a number of deals with distribution partners and publishers for its viral, shareable content in recent months. In October, its brand FailArmy created the original series FailFive for mobile-only video platform Go90.
It’s also paired with OTT distributors, such as the U.K.’s Sky Q, to make content from its brands including FailArmy, JukinVideo, The Pet Collective and People are Awesome, available to users of telco Sky’s new connected TV system. It’s even taken its content to linear, creating two unscripted series in the U.K. and one in the U.S.
The Huffington Post is not the first news outlet to recognize the power of viral videos to attract and engage young audiences (a recent study by Wildness found that streaming video is one of the most popular types of media to consume for users age 20 and under, with 88% of respondents saying they watch YouTube daily). News agency Reuters recently created the Reuters Partners Marketplace aimed at providing publishing partners with shareable viral videos for their news content, while U.K.-based MCN Rightster launched a similar initiative, creating a digital video hub aimed at licensing viral videos for brands.