Alloy Acquires Clevver Media, Expands Video Reach
Keeping the focus on original content, Alloy Digital has acquired online entertainment news producer Clevver Media. Financial terms of the deal were not disclosed.
“Clevver represented a logical step in this expansion with its ... popular entertainment brand,” said Alloy Digital CEO Matt Diamond.
Launched in 2006, Clevver’s network now includes seven entertainment and celebrity-focused YouTube channels, including ClevverTV, ClevverMovies, ClevverMusic, ClevverGames, ClevverNews, ClevverStyle, and the Spanish-language ClevverTeVe.
A distributor of online video content, Alloy Digital says the deal gives it over 8 million YouTube subscribers -- making it among the video hub’s top content providers.
Explaining the company’s acquisition strategy, Diamond said the goal was TV-like reach. “Our properties are delivering massive audiences equal to or greater than broadcast and cable networks,” he said.
Together, the YouTube footprint of Alloy Digital’s brands gains nearly 1 million subscribers -- and 1.6 billion video views -- with Clevver’s properties, bringing total video views for their combined owned-and-operated channels to more than 3.3 billion measured views.
The deal is just the latest content grab for Alloy, which has put a premium on original content.
In January, it scooped up Generate -- a full-service studio and talent management company -- for an undisclosed sum.
Per the deal, Generate CEO Jordan Levin -- formerly CEO of The WB Network -- joined four of Generate’s early partners at Alloy, including Generate Studios’ President Peter Aronson, former head of Regency Television and creative affairs for Disney Television, head of branded content Jared Hoffman, former CAA literary agent and brand strategist, and two talent managers, Dave Rath and Kara Welker. All continue to serve as producers on select company projects.
In addition to Generate, Alloy Digital recently acquired Smosh, which is comprised of copyright-clear, relatively brand-safe original content -- and more recently, B5 Media, a women’s lifestyle digital publisher and media network.