Hearst Magazines is getting into the SVOD (subscription video on demand) space with a new fitness app, called “All Out Studio.”
The app, downloadable July 11 on mobile and Apple TV, has more than 35 hours of video content from Hearst brands, including Men’s Health, Women’s Health, Cosmopolitan, Runner’s World and Prevention.
“The consumer wants a variety of workouts. They don’t want just one video, they want to have access to an entire library of content they can trust,” said Hearst VP consumer products Sheel Shah.
Hearst surveyed its audience, both over email and in embedded surveys alongside editorial content, on what products they would like to see. Over 75% of more than 5,000 respondents said they wanted to have guided health content.
Users on the app will be able to choose from 15 guided workout programs, such as the “Superhero Shred,” “Kettlehell” and “Amped.” The classes will be created by Hearst Magazines exclusively for the app.
The app itself will cost $100 annually or $15 monthly. The app is expected to launch on Roku and other streaming services later this year. The platform also launches under newly named senior director of consumer revenue Dan Glassman, who joined Hearst Magazines from HQ Trivia.
This is the company’s first foray into streaming, and the team will watch how it goes over with its audience to explore whether it would make sense to offer a similar service under other verticals.
“If we find success here, I definitely think we will start thinking about [whether] it makes sense for us in other categories,” Shah said.
Publishers (especially those with a large reach in the magazine space) have continued to experiment with the connected TV space. Condé Nast, for example, has already launched two channels on OTT, including one for its Wired brand, and another for Bon Appétit. Another is reportedly on the way for GQ.