Enders Analysis has questioned the “lacklustre” UK launch of Viceland, the new multiplatform channel from Vice Media. It says the UK debut followed a similarly underwhelming entrance into the United States.
“It is surely early days, but despite strong content, initial results were predictable, considering the challenges. The response by Vice, that viewing figures are essentially immaterial to its plans, was expected but deviated from earlier, bullish sentiments,” the analyst said in a note to subscribers.
Viceland’s opening night achieved an average of 5,500 between 8pm and 2am, but the channel believes it unfair to judge it on early audiences.
Enders says the channel was intended as a “content generator” to lead audiences to the Vice online network. However, with audiences among the young struggling across the board, Enders asks Vice a fundamental question: Is Vice and its distinctive content really what the kids want?
