NBCUniversal has launched its Australian streaming service, Hayu, which will allow access to more than 3,000 episodes of reality television.
The first all-reality service of its kind – curated and fully integrated with social media – will launch in March in the UK, Ireland and Australia on a full array of devices (mobile, tablet, laptop and connected TV)
It will target a broad base of viewers, who are fans of the reality genre, and will compete with other Australian SVOD providers Stan and Presto.
The streaming service will cost $5.99 and include a free one-month trial.
As well as access to more than 3,000 epdisodes of shows including, Keeping Up with the Kardashians, Thre Real House Wives and Top Chef, new episodes will be added to the service every. week, the majority of which will debut on the same day as they premiere in the US.
Hayu will add more than 500 episodes per year. The collection of box sets means that fans of unscripted content can catch up on their favourite series from the beginning.
A host of series never seen before in the UK, Ireland and Australia will be available via full box sets.
Beyond being a single source content – including Million Dollar Listing, I Am Cait, Made in Chelsea, Flipping Out, Shahs of Sunset, The Millionaire Matchmaker, RuPaul’s Drag Race (UK and Ireland) and Don’t Tell the Bride (UK and Ireland), the curated service offers a range of innovations.
Hayu will offer users specially made short-form content snippets – selected from the original episodes – which can be shared directly via fans’ social media accounts.
Additionally, newsfeeds from multiple sources covering the shows and talent featured on hayu will be fully integrated into the service.
Further, hayu will include full social media integration alongside the videos, allowing viewers instant access to the social media accounts of hundreds of reality stars, as well as allowing fans to share their own comments.
NBCUniversal chairman, Kevin MacLellan, said the company's expertise as the foremost producer of reality programming – along with the obvious popularity of the genre – was the trigger for launching hayu.
"We know that reality content is a primary driver of social interaction and that fans of reality TV significantly over-index in online viewing," he said.
"We set out to build a service that elegantly combines the best high-end reality shows with the most popular social media and digital news platforms.
"The monthly, no-contract fee to access the full range of content is affordably priced at £3.99 in the UK, €4.99 in Ireland and $5.99 in Australia, beginning with a free one-month trial.
"The launch of hayu in key international territories underscores NBCUniversal’s commitment to finding smart ways to maximize the value of its content in the digital marketplace."