Continuing its hot streak, Scripps Lifestyle Studios, the digital division of Scripps Networks Interactive, exceeded 2 billion video views for the second month in a row. Compared to last July, the division has seen 362% growth in video views. At the time of this writing, Food Network is expected to rank 1st, Travel Channel is expected to rank 2nd, and HGTV is expected to rank 3rd among their respective categories for the month of July (source: Tubular Labs).
Food Network continues to blow away the competition in social video views and digital series. Food Network added new episodes to the popular #FoodNetworkFinds social series with Mayson Kaiser Eclairs (21M views) and -321 Ice Cream (32M views), and they tapped influencers to produce viral hits such as the Game of Thrones-inspired Pie (17M views). The digital convergent series #FoodNetworkStar promoted season 13 of Food Network Star with recipe videos like the Galaxy Cake (7.1M views) and the Deviled Ostrich Egg (6.2M views). Spoon University hosted a Facebook Live with Hannah Hart, the YouTube star of “I Hart Food” on Food Network, and chef Dan Churchill taught the Food.com audience a thing or two about grilling on his Facebook Live takeover.
At nearly 300 million video views, the home-related properties that include HGTV, DIY Network, and others, grew more than three times over July of last year. HGTV debuted the convergent series “House Hunters Kids” in partnership with People.com to promote the premiere of House Hunters Family on HGTV on July 31. The digital series HGTV Happy, Easy Does It, and Way To Grow posted popular videos like Recycled Bottle Birdfeeder (22M views), Hula Hoop Tent for Kids (19M views), and Garden Plants to Repel Mosquitos (12M views). Handmade, the popular YouTube channel starring Scripps Lifestyle Expert Maria Antoinette, the Crafty Lumberjacks, and other social influencers continued to expand on Facebook with over 2M page likes. Popular videos include Succulent Cupcakes (10M views) and Clay Pot Planter (7.5M views).
With 185 million views in July, Travel Channel’s video views are 12 times higher than July of last year. Travel Channel is bringing the vacation home with popular social videos like The Shotover Canyon Swing in Queenstown, New Zealand (21M views), Brando Boomerangoo (7.4M views), and Tiramisu Sundae (7.1M views).
Scripps Lifestyle Studios expanded efforts internationally with a focus on digital marketing, global content production, and diverse talent development. The expansion extends digital production capabilities to the company's international operations in London, Warsaw, Singapore, São Paulo, and Miami. Food Network launched an integration with the M virtual assistant in Facebook Messenger, which offers Messenger users the option to find recipes through the Food Network chatbot if they are discussing recipes within their conversation.