By DTVE Reporter

Millennial-focused channel and content producer Insight TV has formed a partnership with Chinese TV and smartphone manufacturer Xiaomi to bring its free advertising supported TV (FAST) channels to Xiaomi mobile phones and TVs.

Insight TV’s Ultimate Goal

The distribution agreement will see lifestyle channel Insight TV,  action sports-focused channel inTrouble, science/technology channel inWonder and nature and wildlife channel InWild made available to Xiaomi TV and smartphone customers in India, Indonesia, Russia and Spain from August, and other European countries and the rest of the world from September onwards.

Insight TV’s channels are available in over 200 million households and attract over 125 million monthly views across digital linear, broadcast linear, VOD and social media platforms. The business creates its own original programming in 4K, HDR and HD for Millennial and Gen Z audiences

“This is an ideal partnership for Insight TV. Our fast-growing channels focus on bringing quality entertainment to millennial and Gen Z audiences and this chimes with Xiaomi’s extraordinary growth with similar audiences around the world,” said VP media sales and Insight TV Studios US, Natalie Boot.

Xiaomi has surpassed Apple as the number two smartphone provider globally, according to analyst company Canalys. The company secured a 17 per cent market share in the second quarter, 3 per cent up on the previous quarter, beating Apple on 14 per cent. Samsung remains the global leader with a 19 per cent market share.

Boot recently told DTVE that Insight TV had seen a shift in advertising  revenues from pay TV to FAST channels, connected TV platforms and social media that chimed with the demographic the channel now primarily targets.