Since Wednesday April 7, the social media Brut, present all over the world on social networks, has launched its SVOD platform in France.
Called BrutX, it provides access to films, series and documentaries for a monthly subscription of 4.99 euros.
But unlike the giants Netfilx, Disney + or Amazon Prime, BrutX targets a very specific target, young people aged 18 to 34, and adopts a very clear editorial line.
"We offer content in line with the values of our community: the environment, women's rights, gender or even the responsibility of powers"
explains Guillaume Lacroix, president and co-founder of Brut.
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This new service without obligation is available on the Internet, via the boxes of the operators Orange and Free, on AppleTV, Chromecast TV and could be soon on Canal + and the other operators SFR and Bouygues Telecom.
In addition, BrutX has entered into a partnership with Fnac-Darty, the leading seller of electronic products and cultural goods in France.
For each purchase over 15 euros in stores, Fnac-Darty will offer BrutX one free month.
On the platform, subscribers will find films from catalogs like
Erin Brockovich, All About My Mother, My Life with Liberace,
reports and documentaries made by Brut journalists and some exclusive series like
Venevo,
the new Spanish series from the producers of la
Casa de Papel
or
Adult Material.
The platform will add a new documentary every week and a new series every month.
International focus
“Currently, program acquisitions represent two-thirds of the catalog, and our own productions, around one-third. But we are giving ourselves 18 to 24 months to ramp up the productions for which we will hold the rights, ”
explains Guillaume Lacroix.
By this date,
"BrutX will then have sufficient proprietary content to launch its international conquest, first in Europe, then the rest of the world,"
adds the co-founder.
Once the experience has been validated in France, BrutX will therefore follow in the footsteps of Brut social media abroad.
Because in five years, Brut has built a strong community of over 1 billion young people across 60 countries.
It is leader in France and India and number 5 in the United States.
Last year, its viral videos were viewed 20 billion times.
Brut's model is to create content that addresses issues of concern to young people around the world.
Result
"70% of our videos are seen all over the world, you just have to translate or subtitle them into different languages",
underlines Renaud Le Van Kim, co-founder of Brut.
Despite this audience success, the monetization of Brut on Facebook, Instagram or even YouTube remains low, around ten million euros last year.
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With BrutX, the group wants to diversify its sources of income by focusing on subscription.
A cousin of Brut, he will benefit from his notoriety within the same community of 18-34 year olds, in France and then internationally.
Ultimately, it targets a few million subscribers.
And if BrutX manages to produce and therefore own the rights to most of its content, it will easily be able to amortize it on a large base of subscribers around the world.
To launch and develop, BrutX will draw on the 40 million euros raised by the Brut group in 2019 from Xavier Niel and the Red River West fund.
If the trial is successful in France, the group could easily find new funding to scale up.