HuffPost Live, which debuted in September of 2012, is reaching
5.1 million unique desktop viewers a month, according to ComScore.
AOL says the average HuffPost Live viewer watches 20 minutes of the
12-hour livestream. HuffPost Live notched 21 million on-demand
video views during the second week of November.
But HuffPost Live, and the live web video market in general,
still hasn't made a big impression with marketers. "I don't think
live video is large enough yet where it's a completely separate
conversation than what you're doing with your regular preroll or
regular video objectives," said Danielle Sporkin, senior manager of
portfolio management at UM. "It's a tactic within larger
conversations versus saying, 'We want to do a live buy
online.'"
Strategy shift
Unlike HuffPost Live, AOL Live was to be more about scheduled shows
focused on lifestyle and entertainment. But in the past year,
HuffPost Live has changed course and embraced more of that model as
well.
Early on "we said maybe a bit too vociferously, 'We don't do
shows, and we don't do a regularly programmed thing.' It turns out
that I think people do respond to that [more traditional
programming]," said Mr. Sekoff. Now the network is "experimenting
with more special, longer lead-time segments, things not as much
driven by the news cycle," he said, pointing to the recently
introduced series on gun violence in America.
The syndication deal with Mr. Cuban's AXS TV isn't dead, but
it's in a holding pattern as HuffPost Live rethinks its own
programming strategy. Originally, AXS agreed to carry six hours of
live programming, but but there were technical difficulties with
the live stream at the outset, and Mr. Cuban is pushing for more
scheduled shows focused on pop culture content."We're moving toward
more set programming and refillable programming" that won't
necessarily be held to a rigid schedule but will be easier to
promote and get people to tune in, Mr. Sekoff said
"Mark [Cuban] is very interested in the pop
culture-entertainment-music space, and we certainly do our fair
share of coverage of entertainment and celebrities ... That's what
I think AXS is all about in terms of their vision for their
programming, so that's the space that we're looking at," Mr. Sekoff
said.