There’s a New Player in the ‘Streaming’ Wars: Yeti

Austin outdoor brand launches calming entertainment just in time for Earth Day

A most enjoyable 'stream.' Yeti
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Go ahead, take a look at your credit card statement. How many streaming services have you signed up for? If you’re like some of us, you’ll pretty much be paying $12.99 a month for a long time, courtesy of the Walt Disney Company and Disney+. Then there’s YouTube TV, Netflix, Amazon Prime and the several other services that make you wish you were back with your cable bundle.

But there’s a new entry in the highly competitive streaming race, and it comes from the most unlikely of places: Austin outdoor brand Yeti and its Yeti+ service. Right now, there are only eight channels: Oregon Stream, Colorado Stream, Big Island Stream (seasons one and two), California Stream, Vancouver Stream and two Texas streams.

As you can see, these are actual streams. Bodies of water. Call it some much-needed calm in an otherwise noisy world. We won’t go so far as to call it the next great thing in ASMR, but it is undoubtedly some white noise that can soothe the most frazzled bundles of nerves.

“Knowing that many of us have already blown through a lot of our Netflix shows and streaming content, we wanted to offer a platform to virtually transport our fans to the wild until they are able to be there again in person,” said Paulie Dery, Yeti vp of creative and brand and Austin Brand Stars honoree. “Stream of streams seemed like a streaming service some people in the world could use right now.”

The best part? It’s free. Much like the world we’re living in, Yeti+ is temporary, and we’re not sure when it ends, but it’s nice to have, especially on Earth Day today.

But more importantly, the brand has been busy doing its part by making masks for people in the restaurant industry and distributed 10,000 pieces of drinkware to healthcare workers around the U.S.

Aside from this cavalcade of streams, the brand has a YouTube channel has some other videos focused on the outdoors. So after you’ve taken it down a notch watching some refreshing water cascading over rocks, it’s worth a look.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.