The competition for daily active users is fierce. Yahoo had done an excellent job of building audiences by adding video content across their sites, but they lacked what audiences want – a dedicated streaming video channel for all their news and entertainment. With major brands rapidly entering the streaming marketplace, Yahoo needed its own video streaming channel, and they needed it fast. Yahoo needed help:
In less than 30 days, Yahoo was live on Roku. Powered by the Verizon Media Platform, “Yahoo” integrates live and linear programming, including premium long-form content, live daily programming, recurring series, and special events from Yahoo News, Yahoo Finance, HuffPost, MAKERS, Yahoo Sports, and RYOT into a premium broadcast TV-like experience.
Yahoo is leveraging the Verizon Media Platform API to schedule live and VOD content, stitching them seamlessly together with ad breaks. Additional technology being utilized includes:
The Verizon Media Platform provides viewer analytics to Yahoo before they are available from Roku, so the Yahoo team can make time-sensitive programming decisions to optimize engagement. This has enabled Yahoo to capture average viewership of 34 minutes per session. Combined with a 98% ad completion rate, and Yahoo has been able to command a healthy $28-32 CPM.
The flexibility of the Verizon Media Platform has also enabled Yahoo to quickly adapt their feed to Sling, Amazon, and every other streaming platform, extending Yahoo’s reach to millions of global viewers.