Fashion Week traffic soars after video streaming deal goes global - 16th April 2013

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Fashion Mercedes-Benz Broadcasting Broadband Sydney

Samantha Harris and Georgia May Jagger were not the only good figures strutting their stuff at Mercedes-Benz Fashion Week Australia. Online viewing numbers soared globally, according to IMG Fashion and Rightster.

The firms did a deal to enable live video on designer websites and a 24/7 live stream of all shows on Jasu.com. It lead to 30,000 video views over the week with viewers spending an average of 24 minutes watching the live stream.

The split was roughly two thirds desktop and one third mobile. Around 62% cent of views were during the live catwalk sessions.

Fashion designers were pleased: they get a bigger audience for their wares. Camilla and Marc designer Camilla Freeman said the response to live streaming was “very positive”.

IMG Fashion and Rightster offered the rights to media outlets, meaning they could offer video on demand within hours of the show finishing. More than 60 media sites took up the offer, taking reach to some 90 countries around the globe. That meant the media owners could then do sponsorship deals with participating fashion brands.

Outside of Australia, the States, the UK New Zealand, Canada and China watched the most video.