Verizon's Go90 OTT Whistles In "Originals" To Win

OTT wars indeed! Trying to steal at least some of today's Apple thunder, mobile giant Verizon yesterday announced its own long-anticipated millennial-focused streaming service, "Go90."  Notice no "V" is to be found at all in that name, because Go90 will be available to all of us, no matter what carrier we use.  After all, that's the power of OTT -- anyone can access the service (or any service) anytime, anywhere, and on anyone's network.

The only rub, of course, is the growing number of such "services."  So, how can Verizon -- or the burgeoning field of others (including inevitably Apple) -- compete in this all-out OTT war?

One critical "go to" strategy is via original web series.  And, in the mobile-driven millennial-focused media world, that means short form content from creators who have built their brands on leading multi-channel/multi-platform networks (MCNs/MPNs).  And, that's exactly what Verizon is doing.

Case in point leading sports-focused MCN/MPN Whistle Sports.  Whistle Sports EVP Brian Selander tells me that Verizon signed with Whistle to develop a slate of seven original series with an initial commitment of over 80 episodes in a "multi-million dollar deal."  Selander tells me,"We launched our network to serve those with a mobile-first mindset in sports and entertainment.  Go90 gives our community unique new shows, new content, and a new way to engage."

Verizon's faith in Whistle is well-placed, as is its faith in mobile-driven short-form content from other leading MCNs/MPNs Tastemade and Machinima.  These companies have the short-form millennial-focused DNA that Verizon needs to play and win.  And, Verizon gives Whistle, the others -- and the millennial creators behind them -- a powerful new distribution platform and captive audience (so long as the content is compelling).  Verizon also gives Whistle a new multi-million dollar revenue deal -- underscoring the potential and promise of original programming in the MCN/MPN monetization game.

HBO taught all OTTs the "Originals" game a couple decades ago when the media revolution was televised.  Well, that same "you can watch it here only" exclusive original programming strategy still holds true today in the OTT revolution that is fast becoming mobilized.  Everyone is doing it.  Netflix, Amazon, Hulu, YouTube, Vessel all play that "exclusivity" card ("Go 100," so to speak).  And now, so will Go90 -- although Verizon's original programming strategy is truly mobile-first (unlike Netflix, Amazon and Hulu).  And, mobile still means primarily short-form video content.

Go90 kicks it all off just in time for the NFL season with exclusive mobile streaming rights for NFL games as well.  Not a bad start.  Snack some game-time at the airport, on the subway, as you cross the street and choose to ignore the cabs coming straight at you.