There are plenty of streaming services dedicated to replicating a TV-watching experience on our computers, tablets, and phones, but how do you market toward younger viewers who never grew up with traditional TV in the first place?
According to Variety, the still-unnamed service will specialize in “anime, video games, niche action sports, and other fare off the beaten path.” In other words, the kinds of video that Amazon, Hulu, and Netflix don’t prioritize very highly.
Amazon launched a similar bundled video service for Prime members in late 2015 but with an emphasis on prestige programming from networks like Starz, A&E, and AMC. This new AT&T project hopes to appeal to a viewer who likes a less linear viewing experience.
AT&T, Chernin to Launch Subscription Video Bundle, Countering Amazon (EXCLUSIVE) https://t.co/KzYSuad2b3
— Variety (@Variety) June 6, 2016
Internally, the service is still being referred to as “Project X,” though trademark registrations and URLs purchased by the companies suggest they’re leaning toward calling the service Vrv. The name could reportedly be announced as soon as this month, and the platform could launch later this year.
AT&T also announced a more traditional streaming TV service earlier this year.