Indiewire’s parent company, SnagFilms, has announced the launch of ViewLift, a new B2B venture that will facilitate the creation of video applications that will help brands connect with viewers.
ViewLift’s streaming platform is compatible with 21 digital platforms, more than any other company on the market. This widespread compatibility reduces the burden of managing distribution as the brand no longer has to deal with cable companies and streaming platforms on an individual, case-by-case basis.
“With the possible exception of Netflix, nobody’s built apps for that vast market,” said SnagFilms and ViewLift Chief Executive Officer Rick Allen. “And obviously, Netflix isn’t doing it for third parties, so you’ve got a pressing need from the B2B client to reach their audience and no connection present.”
Founded in 2008 by former AOL executive Ted Leonsis, SnagFilms is an ad-supported streaming service that provides consumers with access to over 5,000 independent and documentary titles from around the world. Allen said the new venture would build on the company’s previous experiences in the digital marketplace. “We see it as a kind of direct evolution from what we saw as the opportunity when we started, and what we’ve learned along the way,” he said. “I think it fits harmoniously into the overall company, and helps to make us a stronger business, and you’ll get that virtuous loop because things we’ll learn on behalf of our clients, we’ll be able to apply to our own operating units and vice versa.”
While ViewLift will be working with a diverse range of brands that span multiple industries, according to Allen, at the end of the day — brand and industry aside — the consumer remains its biggest client. “It’s really all about how you find fantastic content,” Allen said, “and make it a delightful experience for consumers to utilize and enjoy.”