Katrina Kowalski, SVP of International Content Programming and Acquisitions
Pluto TV, a pioneer of the AVOD space since its launch on April 1, 2014, now boasts over 80 million users across 35 markets worldwide.
Katrina Kowalski, SVP of International Content Programming and Acquisitions at the company, shared that over the past decade, they’ve learned audiences still crave a space to unwind and enjoy linear viewing. “Having passionate content experts curate channels for our viewers gives us a distinct advantage. While there’s a clear nostalgia for traditional television, we’re thrilled to offer a future-oriented digital twist,” she added.
Kowalski emphasized the importance of the content alliances they’ve cultivated with their suppliers, which now encompass 425 active partnerships globally. “We seek exceptional content, but more importantly, genuine partnerships. We expect our partners to prioritize audience needs as we do, attending to crucial details like content versioning and dubbing. Additionally, we value partners who recognize our pioneering role in the FAST space and can leverage our expertise to enhance their content’s visibility on the platform.”
Asked about the genres that perform best on Pluto TV, she noted that procedural content is highly sought after as it doesn’t require a strict plotline.
In terms of categories, crime, comedy, and classic television consistently perform well across most markets. Reality shows are also in high demand. “As we delved deeper into genres, we identified strong fanbases for westerns, paranormal, horror, and true crime. Anime is currently experiencing a surge in popularity. While traditional, broad-appeal genres thrive, we’ve also noted a significant appetite for niche programming. We aim to continue catering to both these audiences,” she stated.
In addition to general entertainment, sports, and news are key drivers for attracting users to Pluto TV. Kowalski highlighted the partnership with DAZN for broadcasting darts championships. Despite darts being a relatively niche sport, the alliance yielded impressive results, drawing both returning and new viewers.
A similar case can be seen in the news genre. “In Canada, our partnership with Corus and its global news team has enabled us to launch 13 news channels, offering coverage of multiple cities per province. This fosters frequent and consistent viewership. The challenge lies in converting these viewers into broader platform consumers,” she explained.
Kowalski emphasized the crucial role of her content editing team in curating a programming mix tailored to the specific needs of each market. “No two markets are alike. Audience preferences, cultural nuances, and even humor vary significantly. This level of customization is a critical aspect of our overall content strategy,” she stated.
She also emphasized that data is instrumental in guiding content curation. “The digital realm offers unprecedented access to real-time data. Shows with high viewership tend to remain on the platform longer. However, even programs with smaller audiences can justify their presence if user engagement is strong. Our ability to interpret data, analyze it comprehensively, and make informed decisions varies across regions, shows, genres, and seasons. Data is undeniably crucial to our success.”
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