In today's ExchangeWire news digest: ViacomCBS reaches a deal with Hulu+ Live TV for the virtual channel to carry 14 of its cable networks; a report from Klear finds that influencer reach and impact grew by 57% in 2020; and Blackstone agrees to provide majority investment to app monetisation platform Liftoff.

ViacomCBS reaches deal for Hulu+ to carry cable networks

ViacomCBS has signed a multi-year deal which will see its 14 cable networks carried by Hulu+ Live TV. The agreement places Hulu+ alongside AT&T TV Now, Sling, Philo, fuboTV, T-Mobile, and YouTube TV, with which ViacomCBS already has separate arrangements. However, as the leader in virtual multichannel video programming service, the latest deal with Hulu could prove the most significant as growing numbers of consumers sever ties with cable TV.

With the rapid rise of streaming and on-demand services, viewers have become increasingly disenchanted with pay-for TV, a trend exacerbated by the forced cancellation of flagship programming to the Coronavirus pandemic. According to reports, incumbent cable networks have seen subscribers on pay TV services (cable, satellite, and telco) fall by between 2% and 4% per year, with MoffetNathanson Research estimating that pay TV providers lost 7.4% of subscribers in Q3 2020.

These viewers have flocked to streaming services, whose subscriber numbers have risen with the help of lockdown measures. MoffettNathanson estimates that virtual multichannel video programming services subscribers grew by 20% in Q3 2020 compared to the same period of 2019.

With these figures in mind, this move is doubtlessly a wise one by ViacomCBS.

Influencer reach grows in 2020

A study has found that brand collaborations with influencers achieved higher levels of reach and impact in 2020 compared to the previous year. The State of Influencer Marketing 2021 Report from influencer marketing platform Klear found that influencer reach climbed to 57% last year, with the online celebrities receiving a greater level of sponsorship.

Surveying over 5,000 influencers across different social media platforms, the study found that these figures have largely moved away from posting long-form posts in favour of short-form content, particularly the video formatting offered by TikTok and Instagram’s Stories feature.

Gen Z (which the study defined as influencers aged between 18 and 24) is growing in importance when it comes to the impact of influencer marketing, the report found, with the demographic’s share of the industry rising 3% since 2019 to 34%. Marketers are recognising the opportunity offered by influencers, with 73% of those in the UK, US and Germany having committed more resources to the channel, according to a separate survey.

Due to its offering of the kind of bite-size, snackable content that consumers crave, TikTok has emerged as a key space for influencers to promote their brand partners. Despite a somewhat ambiguous future in the US after being ‘banned’ by outgoing president Trump, the app is continuing to expand its advertising potential. The ByteDance-owned platform introduced a showcasing program to promote its approved advertisers, and announced a partnership with Amazon-challenger Shopify.

Blackstone backs Liftoff

Global performance-based mobile app marketing optimisation platform Liftoff has received the backing of leading investment firm Blackstone. A definitive agreement reached by the two companies, announced late last year (22 December), will see Blackstone provide Liftoff with a majority private equity investment.

A press release described the deal as the beginning of a “strategic partnership” which “marks a new phase in Liftoff’s continuing mission to develop industry-leading technology and product solutions” for marketers seeking to improve engagement and expand their user bases.

The arrangement is the latest in a spate of investments in digital content and ad tech companies by Blackstone. The firm has already provided funds for family research site Ancestry, dating app Bumble, and mobile advertising and app monetisation platform Vungle.

Commenting on the deal, Blackstone managing director Sachin Bavishi, said: “Liftoff is a market leader and a key growth partner for many of the world’s leading mobile app developers through its extensive global reach and strong programmatic capabilities. This investment reflects our high conviction in both mobile content and mobile advertising, and we believe that Blackstone’s extensive resources and expertise will help enable Liftoff to further capitalise on its strong momentum and significant growth potential.”