Sky have, over recent years, made something of a splash by way of their acquisitions. From leading YouTube sports channels to young VR content companies, they’ve adopted the Microsoft and Apple technique of simply buying companies which are successful in areas they aren’t.
Now, Sky have announced their latest acquisition – Diagonal View. They’re a leading producer of ‘social content’, known for their online channels, including Alltime10s and The Football Daily, as well as working on innovative digital campaigns for leading global brands.
It’s part of Sky’s push to reach and engage with younger, digitally oriented people, whilst also enabling Sky Media to offer greater digital opportunities to advertisers, without conflicts.
Though you may not know the name Diagonal View, in the past 12 months alone their content has racked up over 1 billion views, and the acquisition by Sky will help to accelerate Sky’s online growth towards becoming a top five social destination for sport in all existing Sky territories and globally, building upon its strength in the UK.
Diagonal View boast a dedicated online audience of over 15 million subscribers on a variety of platforms, with content covering topics as diverse as quantum physics to The Fresh Prince of Bel Air; military history to unexplained phenomena. Its main sports channel, The Football Daily, reaches hundreds of thousands of fans on a daily basis – something Sky are keen to take advantage of.
Sky’s existing digital platforms reached one in five of the UK and Ireland’s total online populations last year, amassing over 2 billion total views. That’s impressive, but some of their ventures haven’t been as successful as hoped, and it's unclear whether it's led to a tangible increase in subscribers contacting Sky to upgrade. The launch of Soccer AM as a YouTube channel in association with Whistle Sports hasn’t set the internet alight as they’d hoped, though some videos have proven popular, like New York Giants' Odell Beckham Jr revealing his ‘outrageous’ soccer skills – which racked up 5.7m views in just five months.
Sky have announced that the current Diagonal View leadership team, including founder Matt Heiman, will stay on, leading the business within the Sky Group.
Barney Francis, Managing Director of Sky Sports, said:
“Last year Sky Sports reached one in five of the UK & Ireland’s total digital population and this acquisition will further our ability to reach new social audiences. The breadth and diversity of sports that Sky has rights to, combined with Diagonal View’s track record in building audiences from scratch will be a powerful partnership; benefitting customers and advertisers alike. Matt has an excellent team at Diagonal View that will complement our existing team of creatives and producers here at Sky.”
Matt Heiman, Founder of Diagonal View added:
“The Diagonal View team and I are excited to join forces with Sky. Our social channels complement Sky’s current portfolio – the prospect of our incredibly popular Football Daily channels collaborating with Sky, whose pedigree in this space is unrivalled, is extremely exciting. Sky brings rights, expertise and scale. Diagonal View knows how to make content that digital natives enjoy watching and engaging with, so this partnership feels like a natural win-win for both us and Sky. We are looking forward to working together in developing innovative campaigns and building on the success of our popular owned channels.”
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