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Tastemade

Summary

Tastemade, Inc. is a media company[2] that offers food, travel, and home & design[2]-related programming for online and streaming[2] audiences.[3][4][5]

Tastemade, Inc.
IndustryDigital media, web video, entertainment
FoundedJune 2012
FounderLarry Fitzgibbon
Joe Perez
Steven Kydd[1]
Headquarters
Santa Monica, California
,
U.S.
Area served
Worldwide
ServicesMultimedia, digital video
Websitetastemade.com

Overview edit

Founded in 2012 by Larry Fitzgibbon, Steven Kydd and Joe Perez in Santa Monica, California, Tastemade is a media company that creates content in the categories of Food, Travel, and Home & Design[2].[6] Tastemade's content is available on social media sites such as Facebook, Instagram, Snapchat, TikTok,[7] Pinterest,[8] Twitch,[9] and YouTube,[10] as well as streaming platforms like Freevee,[11] Hulu,[12] Apple TV Channels, Roku, YouTube TV, TiVo+, DirecTV, Sling TV and Tastemade's website, the service's app, and Tastemade+, a subscription service offering for Tastemade content[13].[3][14] More than half of Tastemade's views happen on mobile devices and connected TVs.[15]

In 2016, Tastemade launched Tastemade Japan, a subsidiary that leverages Tastemade’s popularity in the region. In 2020, Tastemade partnered with Mitsui, making Tastemade Japan a joint venture between the two companies.[16]

In 2017, Tastemade opened four new production facilities on three continents including studios in Sao Paulo, Brazil; London, England; Buenos Aires, Argentina; and Tokyo, Japan.[17]

History and awards edit

In 2014, Tastemade's original program Thirsty For... won a James Beard Award in the New Media category for Video Webcast, Fixed Location and/or Instructional.[18] That same year, The Perennial Plate, a documentary series about sustainable food practices on the Tastemade network, also won a James Beard Award in the New Media category for Video Webcast, on Location.[19] The Grill Iron, a Tastemade travel show about college football tailgating, generated over 5 million total views and was nominated for a James Beard Award in 2015.[20][21] Later, The Grill Iron became Tastemade's first show to migrate from digital to broadcast television in September 2015.[22] In 2016, Tastemade won a Webby Award in the Online Film & Video category for Documentary Series for its show, Heritage.[23]

In early 2015, Apple added the Tastemade channel to its Apple TV device.[4][24][25] That same year, Tastemade was named one of the World's Top 10 Most Innovative Companies by Fast Company.[6]

Tastemade was the third most viewed channel in the world on Facebook in July 2016.[26] In July 2015, Facebook began testing a revenue sharing program with its video partners, Tastemade being among them.[27] Tastemade is also part of Facebook's Anthology program, which creates video ads by teaming up advertisers and publishers.[28] In April 2016, Tastemade announced an agreement with Facebook to produce and air 100 Facebook Live shows every month.[29]

Tastemade debuted as one of Snapchat's new publishers on its Discover platform in August 2015, producing original food and travel content for the app on a daily basis.[30] The following month, Tastemade's Snapchat Discover channel launched in the United Kingdom and France.[31] Tastemade's Snapchat channel was nominated for a Webby Award in 2016.[32]

In 2016, Tastemade received a James Beard Award for their series, Uncharted. [33]

Tastemade won an additional James Beard Award in 2020 for their series, Broken Bread with Roy Choi. [34]

In March 2021 Tastemade was named one of Fast Company's “Most Innovative Companies” in the category of “Media.”[35]

In 2022, Tastemade won the Digiday TV & Video Award for “Best FAST Channel.” Later that year, Frankie Celenza, the host of the Tastemade original series, Struggle Meals, won a Daytime Emmy for Outstanding Culinary Host.[36]

Funding edit

In 2012, Tastemade raised $5.3 million in series A funding from Redpoint Ventures. [37]

In 2013, the company announced $10 million in series B funding from Raine Ventures and Redpoint Ventures.[38]

In 2014, Tastemade announced $25 million in series C funding, led by Scripps Networks Interactive with participation by Liberty Media Corporation, bringing the startup's total funding to $40 million.[15] In December 2015, Tastemade secured a $40 million Series D funding round led by Goldman Sachs, with participation from existing investors Redpoint Ventures, Raine Ventures, Comcast Ventures, Liberty Media, Scripps Networks Interactive, and Tohokushinsha Film Corporation, bringing the total funding to $80 million.[39] In October 2018, Tastemade closed a $35M Series E funding round led by Goldman Sachs Growth Equity along with new investors Amazon and Cool Japan Fund, with participation from existing investors including Redpoint Ventures, Raine Ventures, Comcast Ventures, and Liberty Media, bringing total funding to $115 million. [40]

Network sponsors edit

Tastemade's original programming has attracted sponsors including Constellation Brands,[41] Disney+,[42] Kellogg’s,[7] Hellmann’s,[9]  Heineken,[43] Scotch Brand,[44] Mars,[45] Grey Goose, Stella Artois, Chase, Kraft Foods, General Mills, Hyundai, American Express, Visa, San Pellegrino, Starbucks, Unilever, Realtor.com, and others.[15][3][46][47][48] Tastemade released the findings of a study commissioned from Nielsen which showed that integrating brands into the content resonated better with viewers. Specifically, the study found that brand integration resulted in much higher brand affinity, perception and recall, and increased purchase intent by 30 percent.[49]

Streaming edit

In 2018, Tastemade launched its 24-hour linear streaming channel featuring several hundred hours of original programming. The channel was made available on platforms such as YouTube TV [50]and Philo.[51]

In June 2020, Tastemade and Hyundai partnered on a four-part series on Tastemade’s streaming channel called “The Un-Adventurers,” which tells the story of a real person who leaves their home state for the first time to embark on a fantasy road trip.[52]

In September 2020, Tastemade launched its second streaming channel, Tastemade en Español, a Spanish-language streaming channel with hundreds of hours of lifestyle programming.[53]

Later that year, Walmart and Tastemade rolled out shoppable streaming content with special episodes of Tastemade’s series “Struggle Meals” which let audiences text an on-screen number to add suggested ingredients to a virtual Walmart shopping cart and place an order for pickup or delivery. [54]

In 2021, Tastemade partnered with Disney to Produce Disney’s Magic Bake-Off series on Disney Channel. The 13-episode series was hosted by Disney Channel stars Dara Reneé (High School Musical: The Musical: The Series) and Issac Ryan Brown (Raven’s Home). [55]

Later that year, Tastemade launched Tastemade Travel, a streaming channel to showcase the company’s travel series. The channel was first available on Samsung TV Plus, Redbox, VIZIO WatchFree+, and IMDb TV and featured shows like “Luke Nguyen’s Street Food Asia” and “Curtis Stone’s Field Trip.”[56]

In 2022, Tastemade’s series, “A New Green Book” was announced as a part of YouTube Originals’ global slate of Black Voices Fund programming. [57]

Later that year, Tastemade launched Tastemade Home, a new streaming channel with content geared toward homeowners and renters including four new original series, along with “Weekend Refresh,” hosted by actress Tia Mowry and inspired by Tastemade’s social series.[58]

In 2023, Tastemade and Constellation Brands announced a partnership to create a content studio and produce shows that revolve around Constellation’s brands. It built on a partnership formed between Tastemade and Constellation in recent years when the two collaborated on videos for social media to attract Generation Z and millennial consumers of drinking age.[41]

Later that year, Amazon Live launched exclusive shoppable content from Tastemade, including episodes of “Struggle Meals.”[59]

Tastemade's other original programming includes the shows Thirsty For..., Alice in Paris, 8-Bit Cooking School, All the Pizza, One for the Road, Food Court, and Grand Opening—Bondi Harvest.[60]

In 2014, Tastemade signed a development deal with Ryan Seacrest to create food and lifestyle programming.[61][62] In 2015, Tastemade hired Julie Nolke to create videos and develop show ideas.[63][64]

Selected list of programs edit

Social edit

Its show, Tiny Kitchen, which focuses on dishes being made in a miniature kitchen, has been featured on ABC News.[70]

In August 2017, Tastemade launched Struggle Meals starring Chef Frankie Celenza on Facebook Watch.[71] In 2018, the series launched on Snapchat Discover. [72]

In 2022, Tastmade and Pinterest announced a global partnership. The partnership includes new shows on Pinterest, hundreds of hours of live programming for Pinterest TV, video content across core and emerging verticals, and in-person creator events at Tastemade studios globally.[8]

References edit

  1. ^ Rankin Nassel, Kenrya HOW STEVEN KYDD IS TAKING ON THE FOOD NETWORK ONE WEB VIDEO AT A TIME Fast Company. September 15, 2016
  2. ^ a b c d Herren, Parker (October 18, 2023). "TASTEMADE LAUNCHES FIRST BRAND CAMPAIGN TO NUDGE MORE SOCIAL VIEWERS OVER TO STREAMING TV". Ad Age.
  3. ^ a b c Spangler, Todd YouTube Network Tastemade Raises $25 Million Led by Scripps, Liberty Media Variety. September 15, 2016.
  4. ^ a b Spangler, Todd Apple TV Adds TED Talks, Tastemade and Young Hollywood Channels Variety. September 15, 2016
  5. ^ Lawler, Ryan Meet Tastemade, The YouTube Network For Food Lovers Tech Crunch. September 15, 2016
  6. ^ a b The World's Top 10 Most Innovative Companies of 2015 in Food Fast Company. September 15, 2016
  7. ^ a b Ambachew, Meseret (December 7, 2022). "Tastemade and Kellogg's Corn Flakes Want Viewers to 'Bake a Difference'". Adweek.
  8. ^ a b Fischer,Flynn, Sara, Kerry (June 14, 2022). "Exclusive: Pinterest and Tastemade strike multimillion content deal". Axios.{{cite web}}: CS1 maint: multiple names: authors list (link)
  9. ^ a b Doerrer, Brandon (February 17, 2023). "Hellmann's launches Super Bowl food waste campaign on Twitch". PR Week.
  10. ^ Boyle, Alyssa (December 8, 2022). "How Social Video Company Tastemade Cooked Up A Streaming Platform". AdExchanger.
  11. ^ Petski, Denise (June 12, 2023). "Amazon Freevee To Launch 23 FAST Channels Including 'The Pink Panther', 'Stargate', 'Cake Boss', More". Deadline.
  12. ^ Spangler, Todd (July 12, 2019). "Tastemade Inks Hulu Distribution Deal for 24 Food and Travel Shows (EXCLUSIVE)". Variety.
  13. ^ Fletcher, Bevin (October 18, 2023). "New partnership gives Walmart+ members a free bite of Tastemade+". StreamTV Insider.
  14. ^ Richwine, Lisa Online video site Vessel bets fans will pay for early access Reuters. September 15, 2016
  15. ^ a b c d Peterson, Tim With New Funds From TV Companies, YouTube Net Tastemade Adds Shows AdvertisingAge. September 15, 2016
  16. ^ "Mitsui invests in modern media company Tastemade Japan". Mitsui. December 16, 2020.
  17. ^ Ellingson, Annlee (January 30, 2017). "Tastemade goes global with four new video studios". LA Business Journal.
  18. ^ Tastemade Serves Up A Win: Original Series Thirsty For... Honored At The 2014 James Beard Foundation Awards PR Newswire. October 6, 2016
  19. ^ Ledbetter, Carly 2014 James Beard Award Winners Announced In Book, Broadcast, And Journalism Categories Huffington Post. October 6, 2016
  20. ^ The Complete 2015 JBF Award Nominees James Beard Foundation. October 6, 2016
  21. ^ The Grill Iron on YouTube YouTube. October 6, 2016
  22. ^ Kafka, Peter Tastemade Graduates a Web Video Show to TV Recode. October 5, 2016
  23. ^ Heritage The Webby Awards. October 5, 2016
  24. ^ Fingas, Roger Apple TV app lineup expands with TED, Tastemade, Young Hollywood Apple Insider. October 6, 2016
  25. ^ Rossignol, Joe Apple Adds New Apple TV Channels TED, Tastemade and Young Hollywood MacRumors. October 6, 2016
  26. ^ Most Watched Facebook Creators: July 2016 Archived 2016-10-09 at the Wayback Machine Tubular Labs. October 5, 2016
  27. ^ Ungerleider, Neal FACEBOOK TO START SHARING AD REVENUE WITH VIDEO PARTNERS Fast Company. October 6, 2016
  28. ^ Ha, Anthony Facebook Gets Vice, The Onion, And More To Make “Anthology” Viral Videos For Advertisers TechCrunch. October 6, 2016
  29. ^ Patel, Sahil Inside the Live gold rush: Tastemade plans to do 100 Facebook Live shows every month Digiday. October 5, 2016
  30. ^ Roettgers, Janko Snapchat Adds Mashable, IGN, Tastemade to Discover Platform Variety. October 5, 2016
  31. ^ Shields, Mike As Snapchat Pushes Into France, U.S. Media Companies Tag Along Wall Street Journal. October 5, 2016
  32. ^ Tastemade Snapchat Discover The Webby Awards. October 5, 2016
  33. ^ "Tastemade 'Uncharted' wins James Beard Award". Unsound Labs. April 27, 2017.
  34. ^ a b Hallinan, Bridget (May 27, 2020). "These Are the 2020 James Beard Media Awards Winners". Food and Wine.
  35. ^ Staff, Fast Company (March 9, 2021). "The 10 most innovative companies in media". Fast Company.
  36. ^ Wang, Jessica (June 24, 2022). "Daytime Emmy Awards 2022: See the full list of winners". EW.
  37. ^ Spangler, Todd (August 15, 2013). "Tastemade Raises $10 Mil to Expand Reach of Foodie Videos". Variety.
  38. ^ CHMIELEWSKI, DAWN (August 15, 2013). "Online food network Tastemade raises $10 million". Los Angeles Times.
  39. ^ Baysinger, Tim Tastemade Raises Another $40 Million for Its Booming Food-Video Business AdWeek. September 15, 2016
  40. ^ Spangler, Todd (2018-10-17). "Tastemade Raises $35 Million in Funding From Investors Including Amazon". Variety. Retrieved 2018-11-03.
  41. ^ a b c Rizzo, Lillian (March 30, 2023). "Constellation Brands taps food-and-travel streamer Tastemade to help draw new customers". CNBC.
  42. ^ Palmer, Roger (December 7, 2022). "Disney+ Scrumptious Seasons Streamings Food Crawl Coming To Los Angeles". What's on Disney Plus.
  43. ^ Cohen, David (November 24, 2020). "Heineken, Tastemade, Pinterest Team Up on Holiday Hacks Video Series". Adweek.
  44. ^ Cohen, David (November 9, 2021). "Scotch Brand Sticks With Tastemade to Bring Gift-Wrapping Tips, Hacks to Pinterest". Adweek.
  45. ^ Cohen, David (March 8, 2021). "Mars, Tastemade, Pinterest Don Their Easter Bonnets". Adweek.
  46. ^ "Tastemade to Bring Award-Winning Food Travel Program to Domestic Flights" (Press release). PR Newswire. December 12, 2016
  47. ^ Shields, Mike Tastemade's Fall Lineup Attracts Big Advertisers Without Ad Sales The Wall Street Journal. December 12, 2016
  48. ^ a b Patel, Sahil "Tastemade Sees Success with Branded Originals, Plans to Do More". The Video Ink. December 12, 2016
  49. ^ "Tastemade Content Boosts Brand Perceptions for Sponsoring Advertisers" Archived 2016-12-20 at the Wayback Machine Market Watch. December 12, 2016
  50. ^ Spangler, Todd (May 17, 2018). "YouTube TV Launches Tastemade, TYT Network 24-Hour Linear Channels". Variety.
  51. ^ Spangler, Todd (May 31, 2018). "Philo Adds Cheddar, Tastemade and PeopleTV Channels to Internet-TV Skinny Bundles". Variety.
  52. ^ a b Williams, Robert (May 28, 2020). "Hyundai hits the road with 4-part series on Tastemade". Marketing Dive.
  53. ^ "Tastemade launches Tastemade en Español". Advance Television. September 30, 2020.
  54. ^ Williams, Robert (November 23, 2020). "Walmart boosts shoppable videos with Tastemade cooking shows". Marketing Dive.
  55. ^ Grobar, Matt (April 27, 2021). "Disney Channel Sets Baking Competition Series 'Disney's Magic Bake-Off'; Dara Reneé & Issac Ryan Brown To Host". Deadline.
  56. ^ a b c Chan, J. Clara (November 17, 2021). "Tastemade Launches Travel Streaming Network". The Hollywood Reporter.
  57. ^ White, Peter (May 16, 2022). "YouTube Unveils Slate Of Black Voices Fund Content". Deadline.
  58. ^ a b Ambachew, Meseret (October 20, 2022). "Tastemade Launches Home Streaming Channel". Adweek.
  59. ^ Sullivan, Laurie (May 1, 2023). "Amazon Unveils Streaming TV, Live Sports Content, Ad Tech, Measurement At NewFronts". MediaPost.
  60. ^ Jarvey, Natalie Tastemade Expands Food Programming to Include Animated, Scripted Series (Exclusive) The Hollywood Reporter. October 5, 2016
  61. ^ Khatchatourian, Matt "Ryan Seacrest Prods., Tastemade Ink Deal for Food TV Programming" Variety. December 12, 2016
  62. ^ Swisher, Kara "Tasty Funding: Tastemade Raises $25 Million More from Scripps and Moves to Android" Re/code. December 12, 2016
  63. ^ Harwell, Drew (August 14, 2016). "Why you can now quit your job to make Snapchat videos". The Washington Post. Retrieved 25 April 2021.
  64. ^ Pierson, David (October 24, 2015). "As the online video world grows, content creators must cast a wide net". Los Angeles Times. Retrieved 26 April 2021.
  65. ^ Jillian Morgan, "Extra: Blue Ant, Handel Productions ink deal; 'Mary's Kitchen Crush' goes abroad". RealScreen, October 1, 2019.
  66. ^ Rody, Bree (September 26, 2019). "Tastemade brings longform, ad-supported content to Canada". Media In Canada. Retrieved 26 April 2021.
  67. ^ Topel, Fred (August 29, 2023). "Stephanie Izard: 'Curious Chef' Season 2 explores secret L.A. food scene". UPI.
  68. ^ "James Beard".
  69. ^ Struble, Cristine (6 September 2023). "Frankie Celenza explains why his Tastemade show is Worth The Hype, interview". FoodSided.
  70. ^ Japanese Man Creates the Tiniest, Most Adorable Miniature Food Ever ABC News. October 5, 2016
  71. ^ Castillo, Michelle (December 26, 2017). "This chef took what he learned as a starving student and uses Facebook to teach millions to cook $2 meals". CNBC.
  72. ^ "Snapchat starts to syndicate video shows on Discover". Digiday. July 24, 2018.

External links edit

  • Official website

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