Digital studio Collective launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP at Collective Digital Studios (CDS), in an interview with Beet.TV. That channel is now managed by Collective, which works with YouTube influencers to create the content targeting pet lovers and pet owners. "Our model is to develop content properties on YouTube that build audiences at scale," Kontonis said, adding that Collective's nearly 700 channels deliver more than 1 billion views per month on YouTube.
Most recently, Petcentric released a video from Olga Kay and Sam Pepper featuring "Text from Dog," the first in a new slate of content CDS is producing in tandem with a range of YouTube influencers.
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