US-based internet giant Yahoo also entered into wellness space, showcasing beauty videos to attract traffic and advertisements.
Significantly, Yahoo has unveiled 18 new videos series with which it hopes to attract a larger audience and advertisers. Of these, would be 14 featuring on Yahoo's digital magazines, which focuses on beauty, show business and finance.
‘I Am Naomi’, starring model Naomi Campbell, and ‘Riding Shotgun with Michelle Rodriguez’, which will feature actress Michelle Rodriguez driving cars, are among the few new offerings to disclose about.
Music will be another big focus for the company as it courts millennials. It will be extending a deal with Live Nation to broadcast music festivals, and will join iHeartMedia to broadcast other music events.
Electronic dance music will be the theme of ‘Ultimate DJ’ produced by Simon Cowell.
Nevertheless, Yahoo has unveiled a new long-form series; a comedy called ‘The Pursuit’ that aimed at millennials in the digital age.
Aimed to bring Yahoo back on the growth track, Yahoo’s Chief Executive Marissa Mayer shared in an earnings statement last week, "Yahoo is amidst a multi-year transformation to return an iconic company to greatness.”
The statement also noted, "This quarter, we saw encouraging revenue growth of eight percent, with display revenue growing a modest two percent and search growing 20 per cent,” said Mayer.
Yahoo has been under pressure from activist shareholders to deliver more value with lower costs and a narrower focus.
Reportedly, Mayer has spent over $1 billion to acquire the blogging platform Tumblr to reach a younger market segment and has made a push to focus more on mobile content and search. However, Yahoo remains far behind search market leader Google, based on market surveys.
