Sinclair’s STIRR clocks 1MN app downloads
Details
Michelle Clancy
| 23 July 2019

Sinclair Broadcast Group’s STIRR OTT linear channel in the US, focussed on local content, has reached a milestone, achieving a million app downloads in the first six months of its operation.

The free, ad-supported over-the-top streaming service delivers live, local news, TV shows and digital-first content to viewers.

"We launched STIRR with the base premise that all of the national OTT services were ignoring the value of local programming, and in particular live local news," said Sinclair president and CEO Christopher Ripley. “Hitting the one million download milestone, combined with the immediate success of the STIRR City channel, has confirmed our strategy, creating the foundation for continued growth.”

While the STIRR OTT lineup offers more than 30 channels, including Buzzr, Comet, Charge, Stadium, Dove Channel, Dust, Con TV and Shout Factory, it is STIRR City that has garnered the service’s highest viewership.

The 24/7 STIRR City program line-up is based on a viewer’s city. It includes local news, syndicated TV shows, movies, sports and city-focused lifestyle shows.

Along with Sinclair’s announcement that STIRR has reached the one million app download milestone, the station group released other related metrics, including the fact that three-quarters (76%) of app downloads were done via connected TV devices, such as Roku, Fire TV and tvOS; and 85% of viewership is on connected TV devices.

On average, viewers watch STIRR twice a week, a 50% jump since its launch; and they watch for an average of one hour at a time, which is a 200% increase since launch.
According to the group, STIRR is on track to add 10 more national channels and new STIRR City channels not covered by Sinclair’s footprint over the next six months.