Chefclub, a leading global culinary brand with 100 million social media followers, on Monday revealed a transfer deal with Paramount’s Pluto TV for the United States and Latin America.
The deal with Pluto TV, one of the leading free streaming services in the US market with 40 million Chefclub subscribers, is an important milestone for Chefclub as it fosters a massive digital presence – estimated at 2.5 billion viewers per month – in what the CEO Thomas Lang describes as a “cooking workshop”. This will produce content for partners across a wider range of digital, OTT, telco and more traditional outlets.
Under the terms of the agreement, Chefclub will provide more than 100 episodes of culinary content to Pluto TV in Spanish and English. Pluto TV kicked off the deal by releasing Chefclub Kids content in the US on April 9 on Pluto TV’s Find Out Why channel. Chefclub content will also air on the Grande-ish and Foodies channels of Pluto TV in the US and Pluto TV Kids in Latin America.
Find out why a channel is asking questions like: Why is the sky blue? How do airplanes fly? Added in September 2019, Grande ich bills in Spanish, served as a service for “adventurers”. “If you’re ready to get out into the world, no matter what your age, Grande-ish is the place for you,” Pluto TV described.
“Food entertainment transcends cultures and languages,” commented Amy Koesner, senior vice president of content strategy and global partnerships at Paramount Streaming. “We are excited to bring Chefclub content to Pluto TV where audiences can learn new recipes, families can come together to share their passion for cooking, and viewers can enjoy unified entertainment like food on Pluto TV for free. »
“We are very excited to have Chefclub launching for the first time in the United States through a pioneering platform like Pluto TV,” added Mary Laurie Marchand, Senior Vice President of Global Consumer Products and Business Development. « With half of our subscribers in the United States, it’s a great way to better serve our American audience and engage new fans, and it’s part of ambitious plans to dramatically expand how we can connect with food lovers around the world. »
What Chefclub brings to the Pluto TV table
Launched in 2016 by French brothers Axel (COO), Jonathan (COO) and Thomas Lange, from their family apartment in Paris, Chefclub became an instant hit by taking digital cooking recipes.
If a picture is worth a thousand words, then a video is worth so much more. Chefclub videos are concise but clear, can be paused and rewritten, showing textures of components and tools that are used with best practices. It’s also spiced up with humor and fun – a chocolate sandwich recipe presented with birdsong in the background – which puts the Chefclub at home halfway between cooking and entertaining.
Since 2016, Chefclub has already grown upwards. Perhaps in her biggest strategic move, she launched the Chefclub Kids franchise. “We’re cooking the kids, we’re cooking the adults, and Chefclub has become the brand for home cooking with content, products and experiences that adults and kids alike engage with,” Lang said.
He added: “We are seeing that the content and intellectual property markets have never been more competitive and our food and family niche brings something of value to the table as family is the main driver of subscription and retention on streaming platforms. »
Thomas Lange, Jonathan Lange and Axel Lange
Courtesy of Coco Media Consulting
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The Pluto TV deal as part of a bigger picture
Since 2016, Chefclub has launched five thematic channels: Original, Kids, Light & Fun, Daily and Cocktails. It has set up licensing agents in the UK, Germany, Spain, Portugal, Italy, China and Benelux, and established a publishing division with 700,000 books sold to date and a direct-to-consumer program.
But now she is trying to put it back in place. The time is right, said Lang, “The way content is created, distributed and consumed has fundamentally changed, and we are well on our way to building an exceptional culinary studio with a unique angle on cooking and family to provide content to a growing number of partners with growing needs.
Suddenly, last December, Chefclub launched the FAST channel in France and Switzerland, in partnership with Samsung TV.
In January this year, as major French animation companies work on a busier two-way street between broadcast and digital, Chefclub announced its development into ‘Chefclub Friends’, its first linear comedy series. Children’s Club Manager.
Marchand said the animation will allow Chefclub to enter the Chinese market massively, as it attracts platforms in the region.
Lang added that Chefclub has two more distinct formats in the works.
The growth of AVOD in the United States has been staggering, rising from 17% of American households in the third quarter of 2020 to 34% in the third quarter of 2021, according to an analysis by Ampère presented last week at MipTV in Cannes.
– Marie-Laurie Marchand
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Lenoir workshop
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“The content market is largely driven by the United States,” Lang said, adding that about 30 of Chefclub’s 100 employees in Paris are Americans, allowing it to tap into the US market with different content.
“By design, we are equipped to perform in the rapidly growing USFAST market where our content is optimized for attention, which is critical to maximizing ad revenue,” Lang said.
Additionally, Chefclub is launching on Pluto TV where cooking has changed drastically, argued Lange and Marchand.
“There was a time when men would never cook in France,” Lang said. “Now it’s a form of entertainment for girls and boys. »
“Chefclub taps into real social needs,” added Marchand: “Eating well, eating at home according to the season. It is also intergenerational. Children cook with their parents and grandparents. It’s very neutral. We have seen an explosion of this trend since the pandemic. “Everyone cooks. »
