10 indie players form Independent Streaming Alliance

Indie streamers including Chicken Soup for the Soul Entertainment, Revry, and Vevo have rallied together to form the Independent Streaming Alliance.

The alliance was formed to represent independent players by founding members – Allen Media Group, Chicken Soup for the Soul Entertainment, Cineverse, Future Today, kweliTV, Revry, Scripps, Tastemade, TMB (Trusted Media Brands), and Vevo.

It also aims to highlight and represent minority-owned businesses such as Allen Media Group, Future Today, and kweliTV, and will use its platform to advocate for more diverse programming, as well as, a more equitable playing field industrywide.

The ISA will focus on the key areas measurement, distribution, and demand that all provide opportunity and challenge for independent streamers in the marketplace.

Measurement will help establish the overall reach of alliance members and work to establish collective value for platforms and brand marketers, including working with 3P measurement providers, aggregating viewership, and jointly messaging the virtues of the alliance that promotes our value to platforms and brand marketers. The ISA has selected iSpot.tv as an audience and ad measurement partner to help quantify the total unique reach of the alliance and to lay foundations for utilising iSpot’s streaming and cross-platform measurement capabilities as a possible currency.

Distribution is focused on developing and sharing best practices for growing audiences, while also working directly with platforms to ensure that there are fair business practices in place and an even playing field for everyone.

While, Demand is focused on working with SSP’s, DSP’s, brands, and agencies to ensure its members’ advertising may be purchased and sold seamlessly in compliance with industry norms, whether through direct IO or leading programmatic buying platforms.

“The formation of the ISA is long overdue,” said Philippe Guelton, Chief Revenue Officer at Chicken Soup for the Soul Entertainment. “We are joining forces to promote the value of independent streamers, and to work hand-in-hand with platforms, advertisers, and regulatory bodies to ensure that we have a healthy ecosystem that benefits everyone, not just the few.”

The ISA will continue to recruit members across the spectrum of independent ad-supported video streaming services distributed on televisions and other connected devices.