Vizio Adds Bingeable Content Based on Viewership Data

Vizio Features
Challens from Vizio Features (Image credit: Vizio)

Vizio said it has expanded its Vizio Features offering, which provides viewers with free, ad-supported channels that are curated based on the first-party data from its smart TV sets.

Vizio Features, introduced during Vizio’s upfront presentation in April, is part of the WatchFree Plus service on the Vizio SmartCast operating system. 

The first two curated channels, Fork & Flight--programming about home and food-- and Investigation--about real crime and the unknown--drew viewers to Vizio, with Fork & Flight attracting five times the audience of any other channel in the home and food category, while Investigation has become one of the top three channels on WatchFree Plus.

Based on the results so far, Vizio is adding four more channels. Gamer Nation, featuring gaming and anime, and Mission, with sci-fi movies. Coming soon is a network from Polaris, featuring stories created by Black, Indigenous and People of Color.

Vizio plans to create more channels in the coming months in categories such as do-it-yourself, holidays, live concerts and nature.

“Features is a good business model for Vizio because it solves problems for viewers, advertisers and content partners alike,” said Steve DeMain, VP engagement at Vizio. “Our Features programming strategy delivers more of what our viewers love across multiple genres. And by developing these passionate audiences, we are not only building great sponsorship opportunities for brands, but we are also helping our content partners generate new revenue with Vizio.”

Also Read: Vizio Claims $100 Million in Upfront Ad Commitments

Vizio said Features provides Vizio Ads customers with expanded advertising opportunities and branded content solutions. Brands including Microsoft, Grey Goose, Freshworks, and Cracker Barrel have already advertised on Features channels.

“Vizio’s Features option is a win-win-win for everyone navigating CTV advertising investments,” said Freshworks CMO Stacey Epstein. “Viewers get access to programming customized to their tastes, and brands get a new and innovative advertising format to reach them. We couldn’t wait to jump at the chance to participate.”

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.