All reality SVOD service hayu has just celebrated its fifth anniversary in Australia and just launched a new brand campaign across OOH, ADTV, Radio, Podcasts, Digital and BTL. The brand campaign focuses on unique, relatable viewing moments, highlighting the emotional value that hayu delivers its subscribers.
“Our research shows that hayu’s Australian subscribers have a unique emotional connection with hayu, where viewers cherish their hayu viewing experience that represents an important moment of ‘me-time’ and escapism,” commented Richard Howard, senior vice president – marketing, hayu. “We wanted our campaign to reflect this, highlighting why Aussies love hayu through a series of relatable moments – whether that’s indulging in some Sunday morning reality after a big night out or escaping the kids for a few moments to tune out and recharge.”
“Five years in the Australian market is a big milestone, and we’re extremely proud of the ongoing success of hayu in Australia and globally,” said Hendrik McDermott, managing director, hayu. “In a competitive market, hayu resonates with subscribers because it’s a completely unique SVOD offering. hayu’s breadth of reality content continues to resonate with Australian viewers – from global celebrity reality hits such as Keeping Up With the Kardashians, The Real Housewives, Below Deck and Million Dollar Listing, to exclusive content like Made In Chelsea and HBOMax’s Big Shot with Bethenny, as well as popular true crime docu-series.”
hayu offers over 8,000 episodes of reality and true crime TV shows across a wide variety of unscripted sub-genres including: celebrity, lifestyle, home and design, dating, cooking and fashion. hayu’s breadth of content uniquely super-serves reality fans and subscribers don’t have to worry about spoilers as the vast majority of U.S. shows are available on hayu the same day as their U.S. broadcast. This month sees the brand-new seasons of The Real Housewives of Beverly Hills, The Real Housewives of New York City and Botched land on the service.
In addition to the brand campaign, hayu continues to cement its position in Australia through both local and global commercial partnerships, including the recently announced Samsung partnership, which sees hayu deepening its reach with the app now available on Samsung Smart TVs in all territories.
Having first launched in Australia, the U.K. and Ireland in March 2016 hayu has established itself for Australian fans of international reality TV. Now available in 27 territories globally, hayu expanded its footprint to Norway, Sweden, Finland and Denmark in 2017, Canada and the Benelux in 2018, the Philippines, Hong Kong and Singapore in October 2019, and Germany and Austria in 2020. In February hayu launched in Spain, Portugal, France, Italy, Switzerland, Lithuania, Estonia, Latvia, Poland, Hungary, and the Czech Republic.