Bleacher Report has owned House of Highlights for a couple of years now, but over the past 12 months, it has "started to make money" off the sports-focused Instagram account, "distributing sponsored videos" by brands such as Netflix and Jordan Brand, according to Sahil Patel of DIGIDAY. Bleacher Report VP/Social Doug Bernstein said, "LeBron, Westbrook, Chris Paul, people in hip-hop, they engage with this account, which is impactful." Data from analytics outfit CrowdTangle shows that House of Highlights "netted more than 400 million views on Instagram in July," and over the past year, has "accrued 3.5 billion views, surpassing competitors such as the individual accounts for ESPN, Fox Sports and Bleacher Report." House of Highlights still "remains distinct from the Bleacher Report brand" and tends to reflect the perspective of Founder Omar Raja, which can be "less polished, owing to its user-submitted content." Raja said, "I do not have to clear with anything with Bleacher Report first. They let me be me." Patel notes the Bleacher Report and House of Highlights accounts "do share content, though." Bernstein estimated that 25% of House of Highlights clips "make their way to the main Bleacher Report Instagram account," and House of Highlights shares roughly 5-10% of Bleacher Report posts. The distinction between the two accounts has "helped Bleacher Report reach a younger audience through House of Highlights." Data shows 52% of House of Highlights followers are "24 and under," compared to 43% for Bleacher Report’s main Instagram account (DIGIDAY.com, 9/7).
