MTV will pre-release the first episode of its docu-series Generation Cryo on the MTV app tonight — a week before its on-air unveiling. The first episode of the series, following 17-year-old Breeanna, who discovers she has 15 half brothers and sisters during her search for her biological father, will be available on the app 12 AM ET; it premieres on the cable network Monday, November 25 at 10 PM ET/PT.
This marks the latest in a line of recent experiments by Viacom Music and Logo Group, providing access to exclusive content within its brand apps. Recently, MTV became the first network to pre-release an entire season of a series, Wait ‘Til Next Year, in its app prior to premiere on television. Viacom noted that, during the pre-release, the show helped drive the app’s biggest streaming week to date per person, and increased downloads 47% week-over-week. Additionally, the series’ television premiere drew an 8% uptick in the teen demo.
When fans tweeted #UnlockMiley to access two new clips for the Miley: The Movement, MTV app installs increased more than 80% week over week.
Following the television premiere of CrazySexyCool: The TLC Story, VH1 placed the film exclusively in the VH1 app for a week and generated 1.4 million streams of the film and other TLC content.
Robyn DeMarco, Executive Vice President of Programming and Content Strategy for MTV, explained the strategy: “Our audiences are living on these devices and these platforms provide new opportunities to super serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners.”