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Athletes, Media Companies Shift To YouTube To Reach Core Audience

Bleacher Report's House of Highlights has joined a growing number of publishers and athletes that see YouTube as the "preferred platform to reach their core audience," as House of Highlights is using the video site to "expand beyond its popular Instagram account," according to Tim Peterson of DIGIDAY. When Warriors F Kevin Durant last year was "looking to reconnect with fans after switching teams," he and his agent, Thirty Five Media co-Founder Rich Kleiman, "sidestepped the other big platforms and met with YouTube’s top brass," including CEO Susan Wojcicki, Chief Business Officer Robert Kyncl and Chief Product Officer Neal Mohan. Kleiman "already knew how big an audience YouTube had, but he came away from the meeting understanding how big YouTube stars had become and seeing that other athletes had not taken advantage of the platform." YouTube offers "something of a safe harbor for publishers that want to get into the video business." House of Highlights’ YouTube channel has "only been up for a little more than a month, but the publisher is already exploring original, scripted shows as an alternative to the highlight reels it has primarily been uploading." House of Highlights GM Doug Bernstein said, “YouTube is a place that favors long-form viewing. It’s also more appointment viewing. On Facebook or other platforms, you scroll by, and it’s the surprise element" (DIGIDAY.com, 3/14).

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