Time Inc. Launches Mobile-First, All Video Platform ‘Instant’ 

Time Inc. is chasing Millennials by going where they do: mobile videos of Internet stars.Time Inc. today announced the upcoming launch of Instant, a new mobile-first, all-video digital platform featuring content “about the lives and projects of digital celebrities,” as well as content created by the digital celebrities, the company stated.The Instant user experience will be a “fluid video stream,” so viewers can watch without interruption — no app download required — according to the company.Deemed “the new famous,” digital artists of YouTube, Snapchat, Instagram, YouNow, Vine and other emerging platforms will create and be the stars of Instant’s news, features and exclusives.A survey conducted for Variety in July 2015 that found among U.S. teens, eight of the top 10 most influential celebrities are YouTube stars.“Digital artists are the most explosive and addictive phenomenon in celebrity and entertainment today,” stated Will Lee, digital editorial director for People and Entertainment Weekly. “Instant will be the first and foremost platform for and by these creators, with a beautiful new consumption experience for our audience.”Although Lee wasn’t ready to give the full details behind the platform, the company said Instant will carry native and branded advertising exclusively, with the native app-like experience directly in the mobile browser.

Source: Time Inc. Launches Mobile-First, All Video Platform ‘Instant’ 05/18/2016

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