Refinery29, the lifestyle women’s platform, which has grown to over 175 million users across platforms, held its NewFront presentation in NYC last week. The site is mostly known for short articles, but it’s expanding, unveiling a dozen new series at the NewFronts. The site’s video unit is called R29 Originals, and includes both scripted and unscripted series, along with interactive live events. The site announced new partnerships with big names like Kristen Stewart, America Ferrera, and Gabourey Sidibe.
The themes will be remain in line with the website, embracing “independent-minded female makers, leaders, and consumers by celebrating their individuality…” across a range of genres. Amy Emmerich, chief content officer at Refinery29, said that the goal is to honor power in women. “This generation of women have an innate sense of power that has never existed before, and we see it in our audience every day.”
R29 Originals launched last year and has already seen huge growth. Videos have increased 10x year-over-year and the site now has over 100 million views per month, including 4.2 million hours on Facebook and YouTube in the past year
There’s certainly a lot of competition but the growth is unmistakable. If Refinery29 wants to compete with the internet’s top brands, it’s heading in the right direction.