Radar capped off a strong year with a record-breaking December across its channels.
Following a typically robust result in November, where performance was boosted by the now annual Black Friday drive CPM, Radar surged to record setting metrics including 17m hours viewed and 156m views across all channels.
It ends a stellar year for the business, which included launching new channels, including US smash hit series Dog Whisperer, and continuing to grow legacy channels such as Bondi Vet.
Radar’s General Manager Louisa Emery said the continued growth has been powered by a focus on strong “single IP” channels, channels that sit under a solid or existing media brand, combined with YouTube’s ascent to the top of the streaming charts in 2024.
“Adding heritage brands like Dog Whisperer to our portfolio of channels has clearly had a strong impact on our growth story this year. We know that single IP channels tend to perform best when it comes to YouTube,” she said
“2024 really was the year where YouTube came-of-age. It’s always been a key channel for us but the platform really knocked it out of the park in terms of performance this year. The continued evolution of Shorts is having an impact, as is the trend towards longer form and watching the channel on the primary screen in the household,” she added.
Louisa suggested that Radar was set to add more channel partners to its network, in a move to continue growth in 2025.
“We’ve got some new channels in the pipeline which we are really excited about. Really strong Single IP channels in the factual space. Along with trying to fully understand the opportunities provided by YouTube’s new AI dubbing tools, it’s going to be a busy start to the year,” she said.