STIRR GM Ware: Over Half of Platform’s Viewership Generated by City Channel

Says goal of Sinclair-owned AVOD service is to expand City to every DMA of the country
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Nearly six months after it launched, Sinclair hasn’t revealed just how many viewers are watching its mobile-centric AVOD service.

But according to Adam Ware, general manager of the STIRR streaming platform, more than half of viewership is coming from STIRR City, the localized 24/7 channel featuring local news, sports and entertainment-focused lifestyle programming

Related: Sinclair Launches Ad-Supported Streaming Service STIRR

Currently, Ware said, STIRR City has 79 localized versions, culling news and other content from Sinclair’s local affiliate broadcast stations based on the Designated Marketing Area (DMA).

“The goal is to expand that to every DMA in the country with a STIRR City affiliate,” said Ware, speaking on an OTT-focused panel at the Promax entertainment marketing conference in Los Angeles Wednesday.

While bounty hunter Duane "Dog" Chapman doesn't excite him, STIRR GM Adam Ware--seen here on the far right of a Wednesday Promax panel--is enthusiastic about STIRR City.

While bounty hunter Duane "Dog" Chapman doesn't excite him, STIRR GM Adam Ware--seen here on the far right of a Wednesday Promax panel--is enthusiastic about STIRR City.

Channels in the STIRR bundle include BUZZR, Charge, Cheddar, Comet, CONtv, Dove Channel, DUST, FailArmy, Futurism, Gravitas, Mobicrush, MovieMix, NASA TV, Outdoor America, The Pet Collective, SOAR, Stadium, TBD, The Tennis Channel and World Poker.

But as Sinclair looks to transition its broadcast station content into mobile consumption, STIRR City has clearly taken center stage on the platform.

“We think of local news as original content,” Ware said. “And we produce 22,000 hours a week of originals.”

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