Real Stories hits 1m subs
Here’s an update by Little Dot Studios Co-Founder, Andy Taylor, of the progress of this online documentary channel for which I have been commissioning the first original content.
This week at Little Dot Studios, we are celebrating a major milestone. Our documentary channel, Real Stories, has hit 1 million subscribers.
Real Stories is only two years old, but is now running at over 700,000 views per day. It’s become a major success in a small window of time, leading to big projects and investments in the brand. But the launch of the channel was not the product of strategy reviews, business cases or investment committees – it was a small number of employees from different departments who developed their insights into ideas, and then had the initiative to see them through.
The history
Two years ago, our ContentID team – the team overseeing YouTube’s copyright management tool – kept telling us that documentaries were big on YouTube. They were ‘claiming’ over 40,000 television shows for our production, distribution and broadcaster clients and kept finding that full-length documentary content was attracting significant viewing. In came our Insights team, who pulled all our viewing data and put videos into different genres: comedy, kids, entertainment, factual/documentary. The data showed that factual was the second-most viewed genre in our portfolio (after pre-school kids). There was an opportunity to create a genre-specific YouTube channel for full-length documentaries.
This was a novel idea at the time. Most people at this point still viewed YouTube as a short-form platform for ‘viral videos’ – certainly not the home of premium, long-form documentaries. But the data was on our side, so we opened a page called Real Stories, and our partnership managers went to all our clients to see if they would license us full, one-hour documentaries for use on YouTube. Within 3-6 months we had around 1000 documentaries.
Two years later, we have a phenomenal success story, all born from data, insights and people not being afraid to put ideas forward. A brand that didn’t exist two years ago and a channel for which we haven’t yet produced an original video now has 1 million subscribers. And we’ll pay out c.$1m to our partners this year. The prospects for 2018 are exceptional.
The evolution:
In August, we committed to two initiatives. First, to launch Real Stories on Facebook. It was always going to be tough because the brand is unknown on the platform and we have long-form content, while the platform demands short, snappy videos. 4 months later, Real Stories has over 200k Likes and achieves 200k views almost daily. On good days, it hits 1m views and has hit highs of 10m a day. We re-edit and repurpose one-hour docs for the Facebook audience and have licensed content from Vimeo and other platforms to bolster the content output. One of those videos has done 6m views. We’ve also run competitions and ‘live’ broadcasts to experiment with the Facebook algorithm.
Second, we’ve been commissioning Real Stories ‘Originals’. We’ve brought in Adam Gee from Channel 4 (where he headed Factual Commissioning for All4) and within 4 weeks he’d signed off nine commissions. These commissions have gone to a range of new, emerging talent – different voices to the usual with a huge platform on which to tell their stories. We’ve subsequently signed off a further two and they’re all now in production. They’ll go live on Real Stories in January and, with a bit of luck, we’ll then be able to sign off more films.
Looking forward:
Looking even further forward, in Q1 2018 we’ll be launching Real Stories as an app on iOS, Android, Amazon Fire, Roku and other devices in the UK, US, Australia and Canada. It’ll be a ‘beta’ launch to learn about these new platforms and to continue to build the brand beyond YouTube. For us, it’s another step into the unknown for a brand that keeps pushing us out of our comfort zone.
Simple Pleasures part 4 
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