TEN Releases Revamped Motor Trend OnDemand Streaming Video Service
The full rollout comes with revamped smartphone apps, OTT integration, expanded content, and a month-long marketing campaign.
Back in February, about three months after the beta-stage launch of a fully-functional but yet-widely unpromoted version of the new Motor Trend OnDemand streaming video service, Scott Dickey, CEO of TEN: The Enthusiast Network, told Folio:, “We essentially have created Netflix for gearheads, and we’re pretty bullish on our potential.”
Today, the automotive video destination moves one step closer to realizing that potential with a revamped mobile app, expanded content library, new exclusive distribution agreements, and the platform's first multimedia marketing campaign.
For a promotional price of $4.99/month or $49.99/year, automotive enthusiasts can now stream all 1,500 hours of on-demand video, plus live events, on redesigned apps for iOS and Android devices, as well as on Apple TV and Roku.
Motor Trend also announced today that it has acquired the rights to over 20 years of FIA Formula 1 archival footage, on top of existing exlcusive North American distribution deals with events like the Pirelli World Challenge and the Lamborghini Super Trofeo. A TEN spokesperson tells Folio: that the brand plans to host more than 150 live races on the platform this year alone. Original programming, including new series Roadkill Garage and Head2Head Drag Race, will also have a home on Motor Trend OnDemand, which is available on desktop as well as mobile and streaming devices.
"With the new and improved MotorTrend OnDemand app, we are hoping to reach even more of our most loyal auto enthusiasts," said Dickey in a statement. "Motor Trend OnDemand is the only video destination to 'bring the action' in the way that auto enthusiasts demand, 24/7/365, live and on demand, on the devices they own and use."
TEN teamed up with agency Mind Over Eye to produce a month-long multimedia campaign promoting the service, including 15- and 30-second digital video units running across YouTube, Facebook, and Instagram, as well as programmatic channels. The campaign involves homepage takeovers on several TEN-owned websites and print placements in the June issues of a number of the company's publications.
"We wanted gearheads to know, 'Can't go to see F1 in Monaco? Can't hit the track in the latest Supercar? Motor Trend OnDemand can take you there,'" said TEN CMO, Jonathan Anastas.
In the never-ending search for diversified revenues, especially in enthusiast media, capitalizing on existing success with video content and attempting to convert those viewers into paying subscribers, as well as creating a new opportunity to upsell to existing subscribers, makes perfect sense for Motor Trend. The brand's YouTube channel caters to over four million subscribers—just behind National Geographic, Comedy Central, and Top Gear and just ahead of Lil Wayne, GoPro, and One Direction. Earlier this month, a Facebook Live broadcast featuring an exclusive photoshoot of Tesla's new Model 3 car at the company's Nevada Gigafactory garnered hundreds of thousands of views and more than 10,000 comments, likes, and shares.