Heavy.com is a company that knows its market well. Rather than try to be all-inclusive in its video selection, it focuses entirely on the male 18-34 year-old market and provides content aimed directly at that demographic, a unique but risky strategy. Their plan is bold, but it’s not like they’ve tried to hide their approach from the public; it doesn’t take a genius to figure out who the target audience is with the testosterone charged content (no emotional dramas here) and ads from the likes of the US Army and the X Games. It’s pretty clear that teens and guys in their 20s are the focus of the site.
Heavy’s original series are at the center of their “focused content” strategy, though many of them spoof existing TV hits. With shows like, “Behind the Music that Sucks,” “Over the Hills,” and the hilarious “Flex and the City,” these are shows that aim to get guys laughing. You can also check out the different channels that Heavy has put together, like Red Bull Flugtag 2008, Game Box (video game trailers), and Contagious (viral videos). Categories available to browse through video include “Cars,” “Animals,” and “Video Games.” Heavy has set itself up to be a ‘No Girls Allowed’ type of club, although I’m sure that hasn’t deterred the female demographic completely.
Heavy appears to be doing well; they have a diverse selection of advertisers on their site, and they told Tubefilter that they have another show in the works that should be out in a few weeks. They’re keeping the details under wraps until the show gets closer to launch, but we’ll fill you in on the details as soon as they release them.