Bloomberg creates new brand structure to drive social and CTV growth

M. Scott Havens

Bloomberg Media is restructuring its content portfolio in order to maximise its audience engagement across platforms, including connected TV. The centrepiece of its strategy is Bloomberg Originals, a new brand for streaming original video programming.

Unpacking the new strategy, Bloomberg Media CEO M. Scott Havens said: “On the heels of 20% growth in video revenue in 2022, we continue to see strong audience demand for smart business programming and brand partners looking for innovative solutions. Bloomberg Originals is the perfect complement to Bloomberg TV’s insightful live global market coverage — a tandem designed to satisfy business leaders’ increasing appetite for programming that informs and educates.”

In the new set up, Bloomberg Originals will be available on the Bloomberg website and its CTV app, which is accessed via platforms/devices such as Apple TV, Amazon Fire TV, Roku, Samsung Smart TVs, and Android TV. The programming also broadcasts during select slots on linear channels Bloomberg TV and BTV+. Upcoming examples include Getting Warmer with Kal Penn. Anchored by actor and former White House aide Penn, viewers will get an up-close look at the transition to clean energy. Alongside the launch of Bloomberg Originals, Bloomberg is reinventing its Quicktake brand – which until now has been the main conduit for Bloomberg content on social media and connected TV platforms. Now Quicktake will focus primarily on short form, clips, ‘Quickdoc’ cut downs and news content for social platforms.

In 2022, Bloomberg Media reached more than 30m viewers monthly on streaming platforms with original programming and news; as well as another 49m on social media (not including YouTube). Video watch time jumped by 34.3% YoY in Q4 2022.