Major League Baseball in collaboration with new partner AwesomenessTV aired the premiere episode of the YouTube series “Out Of My League” on Monday. The Internet debut of “Out Of My League” is the latest move in MLB’s effort to engage younger audiences.
AwesomenessTV is a media entertainment company that specializes in the production of short original web series. A May 2016 article from adexchanger.com reported AwesomenessTV to have 160 million subscribers and a billion monthly video views across all platforms.
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The Wall Street Journal reported that according to Nielsen’s year-in-sports report, 59 percent of viewers of national baseball broadcasts were over 50 years of age. AwesomenessTV’s large generation Z fan base made it a logical partner to help MLB embrace a youth movement.
“When we looked at potential partnerships, AwesomenessTV really stood out in terms of creating content that resonated with a younger audience,” MLB director of brand advertising and marketing Felicia Principe told Adweek.
The “Out Of My League” premise and medium represent AwesomenessTV’s sweet spot with America’s younger generation. With a run time just under nine minutes, the romantic comedy’s initial episode gives younger viewers the content they are looking for, in the quick-hitting format they desire.
A partnership with MLB gives AwesomenessTV a new platform from which to draw content and attract potential viewers,” Paul Kelly, chief partnerships officer at AwesomenessTV, said in a statement. “Partnering with MLB gave us the opportunity to make stories with the themes this audience cares about in the iconic setting of America’s pastime.”
“Out Of My League” is shot on site or in the vicinity of Dodger Stadium in Los Angeles and will feature a cameo from Dodgers center fielder Joc Pederson. Social media and YouTube star Lauren Elizabeth Luthringshausen stars in the budding series, which debuts episodes every Monday through Oct. 24.
“It’s about engaging avid fans, casual fans and new fans,” Principe said. “These types of content partnerships help us achieve that larger goal overall.”