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Culver City-based Fullscreen recently acquired Supernova, the app developer behind Viddy, Clique and Epic, for an estimated $15 million. Fullscreen helps develop and market content for a network of creators on YouTube and acquired Supernova to capitalize on its expertise in mobile apps.
“More than 40 percent of Fullscreen's total viewership comes from mobile devices, which is up from less than 10 percent just two years ago,” said George Strompolos, founder and CEO of Fullscreen in a statement. “With the acquisition of Supernova, we are well-positioned to capitalize on this major shift in consumer behavior through rich mobile video content experiences.”
For its part, Supernova previously had a series of hot (then cold) app launches. Viddy, a forerunner to Vine and Instagram, initially was received by the public and by several celebrities with enthusiasm, but later faded. Since then the company has released some interesting products like Clique, a photo app that allows users to share images anonymously with friends, and Epic, a slow motion video-sharing app.. With 12 of its employees to join Fullscreen, the company wants to use its talents to do bolster Fullscreen’s mobile presence.
“Our mission continues to be helping people create and share amazing content using elegant technology,” said JJ Aguhob, co-founder and CEO of Supernova in a statement. “Together with Fullscreen, we will create mobile video products that millions of users enjoy. We are thrilled to turn our attention toward serving and exciting the thousands of creators in Fullscreen’s global network.”
Having its own app may better showcase Fullscreen’s content apart from the sea of videos found on YouTube, something major TV networks have been keen to do in recent years. Fullscreen certainly has the volume to head in that direction as its network generates more than 3 billion monthly video views, reaches over 300 million subscribers and includes YouTube stars The Fine Brothers, Devin Super Tramp, Lohanthony and Lindsey Stirling.
Better control of content distribution may also be reinforced by YouTube’s new advertising revenue split, which rolled out January 1. YouTube flattened its advertising revenue share to a 55 to 45 percent split, down from what was a 70 to 30 percent split. Fullscreen perhaps could get better advertising dollars on its own platform, or at least could supplement its revenue; however Fullscreen will not likely move drastically away from YouTube soon, given the volume of business it does on that platform. Fellow top Youtube network Machinima has a mobile app built around YouTube, so it is likely Fullscreen will follow suit.
