A group of independent ad-supported streaming companies have joined forces to leverage collective reach, launching the Independent Streaming Alliance. Founding members include Allen Media Group, Chicken Soup for the Soul, Cineverse, Scripps and Vevo. The members — representing smaller or niche platforms — plan to pursue a combined approach to measurement (working with iSpot.tv) as well as promotion, distribution and demand. On launch, the group claims to represent “over 2,200 independent streaming touchpoints” generating “more than half a billion hours” of monthly global consumer viewing time.

“We are joining forces to promote the value of independent streamers, and to work hand-in-hand with platforms, advertisers, and regulatory bodies to ensure that we have a healthy ecosystem that benefits everyone, not just the few,” Chicken Soup for the Soul Entertainment chief revenue officer Philippe Guelton said in an announcement.

Revry CEO Damian Pelliccione said the ISA “is the industry support required for a global LGBTQ-first streaming media network like ours to continue to provide free ad-supported TV for many years to come.”

The ISA currently has three working groups:

• Measurement will help establish the overall reach of alliance members and work to establish collective value for platforms and brand marketers, including working with 3P measurement providers, aggregating viewership, and jointly messaging the virtues of the alliance. The ISA will utilize iSpot’s streaming and cross-platform measurement capabilities as a possible currency.
• Distribution is focused on developing and sharing best practices for growing audiences, working with platforms to ensure fair business practices and an even playing field.
• Demand is focused on working with SSPs, DSPs, brands, and agencies so members’ advertising can be purchased and sold seamlessly in compliance with industry norms, whether through direct IO or programmatic buying platforms.

According to Trusted Media Brands CBO Cameron Saless, most ISA members “were early adopters of FAST and played a major role in its initial growth and adoption.”

Fierce Video notes that “some of the relatively larger players in the alliance have multiple streaming services in their portfolios, such as AMG which features Local Now, The Grio, The Weather Channel, and HBCU Go, among other assets,” while Chicken Soup for the Soul “has its namesake AVOD offering, the RedBox with Live TV FAST, and the Crackle AVOD streaming service, as well as Crackle Connex advertising platform.”