Strum, the new streaming service from former Disney and Discovery execs, is officially launching to the public today. Unlike traditional on-demand streamers, such as Netflix, the Struum model is more akin to a “ClassPass for streaming,” Its plan is to aggregate content from more minor video services then provide access under its own subscription. Today, the streaming landscape is dominated by more extensive subscription services, including Netflix, Hulu, Amazon Prime Video, Apple TV+, HBO Max, Disney+ and YouTube, which together have a 75% share of the market, according to Nielsen. But Struum believes there’s a potential for another service powered by the long tail of the more than 250 niche and specialty streamers.
Many of these more minor services offer their own subscriptions but will never achieve Netflix-size scale because of their more limited catalog and scope. Struum offers them an alternative path to revenue. Each month, Struum customers will pay a $4.99 subscription fee to access the Struum app, where they’re then provided with 100 “credits” they can use to sample and consume content — just as ClassPass did with gym classes.
Over time, if the customer continues to use their subscription to routinely access content from one service, they can opt to become a subscriber to that service from within the Struum app. This part of the business isn’t different from Amazon Prime Video Channels or others like it. But the difference is that Struum’s sampling model helped the customer discover the niche streamer in the first place.
Struum, meanwhile, generates its own revenue from customers’ subscriptions, which it shares with its content partners. It won’t say what sort of cut it takes, however. At launch, there are more than 25 partners available through the Struum app, including Tastemade, Tribeca, Cheddar News, Kocowa, Dekkoo, Magellan TV, History Hit, Gusto, Young Hollywood, Indieflix, Filmbox, Echoboom Sports, Social Club TV, Cinedigm, Magnolia Pictures, Little Dot Studios, Group 9, Stingray and SPI/Filmhub.
Later this summer, the lineup will grow to more than 50 partners, with additions that include BBC SELECT, REVOLT, France Channels, InsightTV, Docubay, FuelTV, The Great Courses Signature Collection, Shout Factory TV, OUTtv, SVTV, CGOOD TV, and Alchimie. In total, Struum’s partners will provide customers with access to tens of thousands of movies and TV shows across various categories and genres, like classic films, indies, foreign content, cult hits, lifestyle programming, reality, true crime, and more.