Passion doubles down on digital by moving UpStream

by | May 11, 2023 | News

Tinopolis-owned content sales arm Passion Distribution has launched UpStream Media, a new business focused on digital rights management and digital growth opportunities, with the aim of maximising the value of content for clients and partners.

Having built a roster of FAST and YouTube channels dedicated to hardcore audiences, Passion is now establishing Upstream to manage these activities and cater for the growing demand for direct to consumer content.

The launch follows the business surpassing 500 million hours of content viewed across a portfolio of channels that includes Naked ScienceOriginFilth and OMG Weddings. There are also plans to launch further channels including Find it, Fix it, Flog it. 

Passion COO Nick Rees described the launch of UpStream Media as a “turning point” for the business. “What started as a way of protecting and monetising the content Passion Distribution represents has developed into a business in its own right. As well as increasing the lifecycle and value of traditional TV content we will also be working with brands to produce original content for our highly engaged global audiences.”

Passion Distribution’s head of YouTube Channels Joe Elliott has built up Passion’s channel management capabilities in-house and will now be head of UpStream Media. He said: “This step will allow greater clarity in future conversations as we push for further acquisitions, partnerships and representation opportunities. As a standalone business, UpStream can react quickly to the changing media landscape.”

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