AwesomenessTV To Debut Awestruck Network Aimed At Millennial Moms

AwesomenessTV will no longer just focus on the teenage demographic. The YouTube multi-channel network started by CEO Brian Robbins in 2012 will launch a new network aimed at millennial moms dubbed Awestruck.

As a new lifestyle brand, AwesomenessTV’s Awestruck network will produce a variety of scripted and non-scripted content aimed at women with children and families. Show formats will include talk shows, documentaries, comedy, and more. The Awestruck programming will be available via YouTube, Facebook, and Verizon’s upcoming over-the-top service.

Sarah Penna, co-founder and chief creative officer of Big Frame (which used to have its own women’s network called Wonderly), will head Awestruck and its talent-seeking efforts. Penna’s involvement is appropriate considering the Big Frame executive is also a new mom herself:

AwesomenessTV’s new network has also tapped YouTube Nation’s previous executive producer Zadi Diaz to lead Awestruck’s programming as Vice President of Programming and Development.

The mom-focused Awestruck is a bold move for AwesomenessTV as it seeks to expand beyond its typical teen-skewed online video market. But the Awestruck launch is also a forward-thinking decision. AwesomenessTV cited data from the 2014 U.S. Mobile Mom report from BabyCenter Solutions and the IAB which revealed how almost 80% of millennial moms are watching short-form content. Overall, less than 40%

of these mothers are watching traditional TV.

“Millennial moms are digitally savvy, globally conscious, and defined by more than just motherhood, yet they are surprisingly underserved,” said Robbins in a release. “We recognized a similar opportunity when we launched AwesomenessTV as teen viewing habits were dramatically shifting to online video. Awestruck will engage millennial moms as their viewing behaviors make a similar shift.”

“We invested in AwesomenessTV because of its ability to be everywhere and everything for a specific audience, and that’s exactly what it will bring to millennial moms with Awestruck,” said Neeraj Khemlani, Co-President of Hearst Entertainment and Syndication. “At Hearst, we have a rich history of creating content for women and parents, and we’re thrilled to watch Awestruck continue that tradition in the digital video space.”

Awestruck will join a small sample of female- and mother-focused networks already in the online video market. Maker Studios currently boasts its own network aimed at moms called The Mom’s View, whose YouTube channel has over 370,000 followers. Kin Community is also a well-established women’s lifestyle network, and earlier this year, the co-founder of parenting site Netmums launched a UK-based mother’s network called Channel Mum.

No launch date has been announced for Awestruck as of yet, but Awesomeness notes it will be sometime later this year.