Mashable has bet its future on digital video, and it just found another new partner to distribute it. The digital media startup said Wednesday it has partnered with Go90, Verizon’s digital video app, which will house a number of Mashable series by the end of the year.
Mashable will start with two series: “Scamalot,” in which a British comedian toys with Internet scam artists, and “Trailer Mix,” where scenes from popular films are cut so the film looks like it falls into a much different genre from the one it actually fits into.
The partnership's financial details were not disclosed.
Mashable is not the first digital media startup to partner with Go90. The app is already stuffed with videos from partners including Vice, Huffington Post, BuzzFeed and Awesomeness TV (the DreamWorks-owned multichannel network that Verizon also owns a small stake in), as well as live sports content from top-shelf partners like the NBA and the Barclays Premier League.
Competition aside, services like Go90 will play a vital role in Mashable's quest to build its reputation as a strong content brand. More than half its video views occur on mobile devices, according to the company.
However, it's not clear how big Go90's audience is. Verizon’s CFO, Fran Shammo, said in January the app has been downloaded 2 million times, but declined to share details about how many people use it on a regular basis. Go90 has routinely ranked among the top 10 most popular entertainment apps in Google Play since it was launched last fall, according to App Annie; it has been less successful on Apple’s App Store.
Mashable has found itself under increased media scrutiny after it laid off a number of staff members and shut down a number of news departments days after announcing it had taken a $15 million investment round led by Turner. Last week, the Information reported Mashable was losing more than a million dollars a month because of substantial increases in production costs.
While the company is not yet attracting audiences on the same scale as competitors like Vice or BuzzFeed, the pitches it's made to possible partners seem to be working. It announced at SXSW it had partnered with Bravo TV to make four web shows for the cable network.
Wednesday's move is set to be the first of many for Mashable; it holds its first NewFront presentation, a kind of showcase for advertising partners, in New York on Friday.