The most recent move was in early June with Popverso CNN, first launched on the video platform
Since reaching the national market, in March 2020, CNN has entered as a multiplatform strategy and sought to be at the various points of connection with the audience. It reserved a prominent role for YouTube, as the medium where users would have access to live content, clippings and complementary content. That’s why, in just over two years, it has accumulated 38,300 contents on the network so far.
The move proved to be correct and has served as a stimulus for new steps in recent months. The most recent was in early June with Popverso CNN, a project headed by journalist Mari Palma, which first debuted on the video platform at 8:30 pm, and only later aired on the station at 11:30 pm, changing the frequent logic of programming.
“Previously debuting on YouTube was a way of anticipating a news program designed for digital, in language and format, for an audience that doesn’t want to be tied to the schedules of a TV schedule. From 8 pm, daily, the audience of Popverso can consume the program at the time and in the way they want”, says Henrique Simões, digital executive director of CNN Brasil.
Before, the station had already started to put the entirety of programs such as ‘Olhares Brasileiros’, starring Abilio Diniz, ‘Á Prioli’, by Gabriela Prioli, and ‘Projeto Upload’, with Stephany Fleury, made by CNN Brasil and CNN Brazil Soft.
The actions are supported by numbers that Simões presents as proof of the success of the partnership with the video network. Among them, having 30 million people per quarter accessing the station’s content, the proximity of reaching 3 million subscribers and having overcome the barrier of 1 billion in views in just over 2 years of existence.
“We have the clear vision that the platform allows us to reach complementary audiences”, he explains, for whom the results are connected to an increasingly integrated performance between the teams, which observes from the business objectives of each project to more bureaucratic issues such as platform policies.
