By Allyson O’Connor | Impressionist
Online videos of shows from Mercedes-Benz New York Fashion Week (MBFW) reached an internet audience of 7.5 million viewers in 187 countries this September according to global video network Righster, who partnered with IMG to distribute the videos.
Viewership of live streaming of the 10 day event grew by 41% with 1.6 million people viewing collections from the likes of Michael Kors, Jason Wu, Donna Karan and others. The US, UK, Canada, Spain, and Germany had the most live streams.
More than 30 years’ worth of runway show videos were viewed with an average view time of 10.4 minutes via the official MBFW event channels, social media and more than 200 publishers from around the globe.
Partners IMG and Righster also joined forces with Twitter this year to seize the attention of fashion fans who were gossiping about the shows. Sixty-four “last walk” videos were created and tweeted minutes after the show to take advantage of the online buzz.
Righster launched a feature this year in which brand advertisers have editorial control over when advertising is triggered in a live stream on desktop and mobile.
Rightster is delighted to be partnering with Mercedes-Benz Fashion Week New York for the fifth season running.” says Tabitha Goldstaub, co-founder and senior fashion director at Righster. “By partnering with Rightster, IMG, designers, the media and sponsors reach their audiences whenever and wherever they want to engage.”
We work very hard to eliminate the complexities of a live event and enable all partners to benefit from the increasing demand for live and on demand video without having to piece all the elements together themselves.