Seeso’s Niche Streaming Service Competes with the Big Boys

In the online streaming market, giants such as Netflix, Hulu, and YouTube dominate with the amount of variety of content they carry.  On Netflix you can watch horror movies to your heart’s content, Hulu allows you to keep up with your favorite programs, and YouTube allows users to share and create their own content for all to enjoy.  But these services are broad, and lack any sort of niche appeal.  Enter Seeso, a new streaming service which focuses exclusively on comedy.

seesoSeeso is a service which is part of the recently formed NBCUniversal Digital Enterprises, which is headed by Evan Shapiro.  Seeso was officially launched on January 6th of 2016, after an open beta that started in December of 2015.  The service has a monthly subscription fee of $3.99/month to gain access to the ad-free content.

Seeso boasts an impressive roster of programs that include a number of NBC shows and original content.  Some of the NBC and NBC affiliated programs that Seeso currently carries include Saturday Night Live, Monty Python, Parks and Recreation, The Kids in the Hall and others.  But Seeso’s main appeal is its original content such as Take My Wife by Rhea Butcher and Cameron Esposito, Harmon Quest from Dan Harmon, and My Brother My Brother and Me which is based off of the podcast of the same name from the McElroy brothers.

When asked about original content Shapiro said this to Decider.com, “In the first month, our original content was less than 3 percent of our overall content, yet it still drove 40 percent of our subscriptions.  Seven months later, original content is around 8 percent of our overall content and drives more than 80 percent of our new subscriptions.”

Much of Seeso’s content and drive can also be found in its name.  A spokeswoman for NBC said this to the Wall Street Journal about the name of the new service, “The name plays off the curated experience and the ‘right brain comedy’ programming filter.  It’s a reference to the mapping the comedy genome philiosphy (the “You came to SEE The Office, SO we’ll show you other workplace comedies you’ll love.)”

Seeso is online at Facebook, Twitter, and provides content at YouTube.  Across all three social media platforms Seeso has maintained a consistent brand of brightly colored blues, yellows, and greys.  But it’s on YouTube that you see much of Seeso’s branding and promotional material at play.

Almost all of the videos are fast, bright, and most importantly funny.

Some even claiming that Seeso is a actually a cult in a series of short mockumentary style videos.  This series of videos are by far the longest and strangest part of Seeso’s marketing campaign.

While this promotional material may be incredibly funny, is it really effective?  Did they get more people to subscribe to Seeso, or at least try out the free trial?  That’s hard to say, especially since as of writing this, Seeso hasn’t released any subscription numbers or reported any earnings.  But it certainly is entertaining enough to warrant some thought into the service.

Chase Danielson

One thought on “Seeso’s Niche Streaming Service Competes with the Big Boys

  1. I feel it is a little risky, yet totally start a new streaming service when we look at Netflix and Hulu. It is hard to say if a new streaming service like Seeso will take off, but it may start a chain reaction of new streaming services. Seeso focuses on comedy and original comedy drives it, like you mentioned. I am curious to see if more streaming services pop up in the future that are for niche genres like horror, romance, action, and so on. Services like these may help promote creative freedom and allow people to explore and find new and fresh shows/movies that they may not have been able to find elsewhere.

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