Struum Launches Streaming Service - A 'ClassPass for Streaming'

Introducing Struum: A New Approach to Streaming Entertainment

Struum, a novel streaming platform established by former executives from Disney and Discovery, is now available to the public. Unlike conventional on-demand services like Netflix, Struum operates on a model comparable to “ClassPass for streaming,” aiming to consolidate content from smaller video providers and offer access through a unified subscription.

The Current Streaming Landscape

Currently, the streaming market is largely controlled by major subscription services – Netflix, Hulu, Amazon Prime Video, Apple TV+, HBO Max, Disney+, and YouTube – collectively holding 75% of the market share, as reported by Nielsen. However, Struum identifies an opportunity for a service leveraging the extensive catalog of over 250 specialized and niche streamers.

How Struum Works: Credits and Subscriptions

Many smaller streaming services offer direct subscriptions, but struggle to reach the scale of Netflix due to their limited content offerings. Struum presents an alternative revenue stream for these services. Subscribers pay a monthly fee of $4.99 for access to the Struum app and receive 100 “credits” to explore and consume content, mirroring the ClassPass system for fitness classes.

If a user consistently accesses content from a specific service, they can subscribe directly through the Struum app. This functionality resembles Amazon Prime Video Channels, but Struum’s sampling model facilitates the initial discovery of these niche streamers.

Revenue Generation for Struum

Struum generates revenue through customer subscriptions, which are then shared with its content partners. The specific percentage of revenue shared remains undisclosed.

Initial Content Partners

At launch, Struum features over 25 partners, including Tastemade, Tribeca, Cheddar News, Kocowa, Dekkoo, Magellan TV, History Hit, Gusto, Young Hollywood, Indieflix, Filmbox, Echoboom Sports, Social Club TV, Cinedigm, Magnolia Pictures, Little Dot Studios, Group 9, Stingray and SPI/Filmhub.

The platform is set to expand its partner network to over 50 this summer, with additions like BBC SELECT, REVOLT, France Channels, InsightTV, Docubay, FuelTV, The Great Courses Signature Collection, Shout Factory TV, OUTtv, SVTV, CGOOD TV and Alchimie.

A Vast Library of Content

Struum’s partners collectively offer customers access to tens of thousands of movies and TV shows spanning diverse categories and genres. These include classic films, independent productions, international content, cult favorites, lifestyle programming, reality shows, true crime documentaries, and more.

User Interface and Content Discovery

The Struum app employs a user-friendly interface to guide viewers toward their interests. Content is curated into editorial groupings, similar to the recommendation rows found on Netflix. These include “Struum Selects” and genre-based collections like Comedy, Action Thrillers, LGBTQ+ Documentaries, and Incredible Science.

Users can also filter content by type – Movies, TV Shows, or Shorts – using categories at the top of the screen.

Upon selecting content, users can stream it using a specified number of credits. Content can be viewed anytime within 30 days and downloaded for offline access.

Platform Availability

Currently, Struum is accessible on iOS and web platforms, supporting AirPlay and Chromecast. Expansion to Android, Apple TV, Android TV, Amazon Fire TV, and Roku is planned for this summer.

The Founding Team

The company was founded by Lauren DeVillier, former head of Product for Discovery Ventures; Eugene Liew, former vice president of Product and Technology at Disney+; Paul Pastor, former executive vice president of Strategy, Revenue and Operations at Discovery Networks; and Thomas Wadsworth, former lead of Advanced Product Development for Walt Disney Imagineering.

The team assembled in 2020, coinciding with the surge in demand for streaming content driven by the COVID-19 pandemic. The long-term viability of Struum’s model within the streaming landscape remains to be seen.

Competition and Market Positioning

Despite its unique approach, Struum will compete with AVOD (ad-supported video on demand) services in aggregating older and niche content. Services like Tubi, Pluto TV, The Roku Channel, and IMDb TV cater to viewers seeking alternatives to paid subscriptions or specific titles without incurring rental costs. Struum aims to incentivize these users to subscribe to another service.

Successfully changing established viewing habits will be crucial for Struum’s success, representing a significant challenge.

Addressing Streaming Fragmentation

Struum believes that the increasing fragmentation of the streaming market could prove advantageous. As consumers become frustrated with the cost, complexity, and content licensing issues across numerous services, Struum could become a fourth subscription option.

“We view ourselves as the ultimate complementary service and a perfect fit for TV and film lovers who are increasingly frustrated by the costs, complexity and effort required to discover and watch what they want,” stated Struum CEO Lauren DeViller.

Investment and Backing

Struum has secured a multimillion-dollar investment from former Disney CEO Michael Eisner’s firm, Tornante Company. Additional investors include Firstlight Media, providing the technology powering the service, and Gaingels, focused on supporting LGBTQ+ founders and allies.