Highlighting parent AOL's broader push toward lifestyle and women's content, video-sharing site 5min Tuesday announced a new syndication deal with Sugar Inc. 5min will distribute the Web publisher's celebrity news and fashion-oriented content across its network of hundreds of sites.
The material will include 2,000 original videos from Sugar properties, including FabSugarTV, PopSugarRush, BellaSugarTV and PopSugarLivingTV. The company produces more than 120 videos a month, and its sites draw some 20 million visitors a month overall. 5min expects the Sugar content to complement video aimed at women it already offers from partners such as The Style Network, Hachette Filipacchi (Elle, Woman's Day) and Martha Stewart Living Omnimedia.
"Lifestyle content continues to be one of the leading categories on our network, which is why we jumped at the chance to partner with a company like Sugar Inc.," stated Ran Harnevo, co-founder and CEO of 5min Media and senior vice president of AOL Video.
AOL acquired the company last September for an undisclosed amount to help round out the Web portal's video programming.
The lifestyle-focused material on 5min ties into AOL CEO Tim Armstrong's overall strategy: targeting female viewers as a key audience segment. The same goes for Yahoo, whose growing lineup of original video shows features lifestyle, celebrity and entertainment programming geared to women.
For its part, 5min has a monthly audience of 27 million viewers and boasts a library of 250,000 videos across various categories, including home, food, health, fashion/beauty, travel and auto. Other 5min content providers include Scripps Networks, Hearst Corp. and News Corp.'s IGN Entertainment.
In March, AOL Video overall ranked second behind YouTube with 57 million viewers, according to comScore.