BuzzFeed has embraced the growing medium of mobile video consumption with the release of a video-only app.
The app, predictably called BuzzFeed Video, looks to cultivate and catalyse viral video in addition to providing a platform for exclusive video releases. Furthermore it is hoping to encourage viewers to binge shows such as The Try Guys, Violet, Broke, and Tasty.
BuzzFeed founder and chief executive Jonah Peretti unveiled the new app today (Tuesday 23 February) in Barcelona at Mobile World Congress.
Having launched on Android and iOS, the app will index BuzzFeed content in addition to viral videos from across the web.
Last June, a Forrester study found that almost three quarters (73 per cent) of publishers have pledged to inject more video inventory into the market in response to market demand.
Following, and in some respects, leading this trend, BuzzFeed last year partnered with hot drinks outlet Costa in a branded video deal, with it looking to improve its video distribution – and monetisation – with the new app.
It claimed that the mammoth views its video content receives matches those sparked by its branded video.