Awesomeness (company)

Beginnings

In July 2012, founders Brian Robbins and Joe Davola[3] launched AwesomnessTV as part of the YouTube Original Channel Initiative, producing various web series oriented towards a tween and teenage audience. Robbins had personally observed his two sons as examples of changing media consumption trends among the demographic, which had increasingly favored short-form internet video over television.[4]

Robbins had been well known for his work on series such as One Tree Hill, Smallville, and several Nickelodeon series, such as the sketch comedy All That. In 2009, Robbins spearheaded the production of a film based on YouTube comedian Lucas Cruikshank's character Fred. Robbins and Cruikshank bankrolled it as an independent film for Nickelodeon—where it became the highest-rated basic-cable film of the year among youth in 2010 and spawned a larger franchise of Nickelodeon content featuring the character.[4]

The channel had an initial slate of 15 series in development, including the talk show IMO; the stunt shows The Blow-Up Guys, teen drama The Runaways, and Awesomeness Sports (a series of videos that would feature professional athletes and showcase youth athletes).[4] Davola compared the channel to MTV upon its launch, explaining that "it was maverick, it was brand new, it was something the young people were getting involved with."[4]

Brett Bouttier joined as a chief operating officer in November 2012.[5] In December 2012, AwesomenessTV launched a multi-channel network targeting similar demographics.[6]

2013–2018: DreamWorks and Verizon

On May 1, 2013, DreamWorks Animation announced its intent to acquire AwesomenessTV for $33 million. It was also announced that AwesomenessTV would develop and operate a YouTube channel focusing on content from DWA's franchises.[7] In October 2013, the company partnered with the teen magazine Seventeen to operate its YouTube channel.[8]

In April 2014, AwesomenessTV acquired the MCN and talent management company Big Frame for $15 million.[9] That month, the company also hired former Claire's CEO James Fielding to lead a new consumer products division.[10] In June 2014, AwesomenessTV launched DreamWorksTV, a YouTube channel that featured shorts and original series relating to DreamWorks franchises (such as Shrek, and the DreamWorks Classics library), as well as supplemental content promoting its upcoming films.[11] The following month, the record label Awesomeness Music was announced, in partnership with Universal Music Group.[12]

In September 2014, AwesomenessTV partnered with the department store chain Kohl's to launch a teen fashion line co-branded with its web series Life's S.o. R.a.d., as its first consumer product line.[13][14] In October 2014, AwesomenessTV launched the publishing label AwesomenessInk,[15] and Netflix ordered a live-action Richie Rich sitcom from AwesomenessTV as part of an ongoing development deal with DWA.[16] In December 2014, Seventeen publisher Hearst Corporation acquired a 25% stake in the company for $81.25 million.[17]

In June 2015, the company hired former Lionsgate executive Matt Kaplan as president of Awesomeness Films.[18] In August 2015, AwesomenessTV announced an output deal with Canadian children's media conglomerate DHX Media, in which the companies would co-develop and license new original content, with DHX handling international distribution and merchandising. DHX also began to acquire the studio's programming to air on its owned television network Family Channel.[19][20]

On April 6, 2016, Verizon Communications—which had acquired several series from the studio (such as Guidance) for its ad-supported streaming service go90—acquired a 24.5% stake in AwesomenessTV for $159 million, valuing the company at $650 million. Alongside the equity stake, the deal included a multi-year, $180 million investment for the studio to produce content for Verizon, for which it would hold exclusive U.S. distribution rights. Verizon and AwesomenessTV also planned to launch a branded, subscription-based video service targeting mobile devices.[21][22]

On April 28, 2016, Universal Pictures announced its intent to acquire DreamWorks Animation for $3.8 billion, in a deal completed August 22, 2016.[23][24] On February 22, 2017, Brian Robbins stepped down as AwesomenessTV's CEO.[25] On November 1, 2017, it was announced that Kelly Day would step down as Chief Business Officer to become the new CEO for Viacom Digital Studios.[26]

In February 2017, it was reported that the planned premium content service with Verizon had been shelved, with content investments reallocated to go90.[27]

2018–2025: Viacom/Paramount and Paramount Skydance

After a struggled launch and performance below expectations, Verizon shut down go90 in July 2018. Digiday reported that Verizon's content investments with AwesomenessTV had accounted for approximately 40% of the studio's revenue, which led to concerns over how the company would run without this backing.[22] The acquisition of DWA by Universal Pictures led to animosity within the venture, as its stake was now owned by Verizon competitor Comcast.[22] The two companies had also become uninterested in the venture, as the exits of Brian Robbins and DWA CEO Jeffrey Katzenberg had lessened the appeal of the venture to Verizon, while Comcast did not think that the company was one of DWA's core assets, or fit alongside its other digital media investments (such as BuzzFeed). The company had planned a downsizing under its new CEO Jordan Levin.[22]

On July 25, 2018, Viacom announced that it was in talks to acquire AwesomenessTV for a fraction of the company's $650 million valuation in 2016.[28][29] Two days later, on July 27, Viacom officially announced the purchase, with a valuation initially reported to be $25 million plus the assumption of debt, but later $50 million.[30] Operations of DreamWorksTV were taken in-house by NBCUniversal Direct-to-Consumer and Digital Enterprises after the purchase.[31][32] Jordan Levin left his position as CEO following the acquisition.[33][34]

Since the sale, the studio has shortened its name to Awesomeness, and has operated under Viacom Digital Studios. It has focused on productions for subscription video on-demand platforms such as Hulu, Netflix, and Paramount+ that target a generation Z audience, such as the Netflix film To All the Boys I've Loved Before, and Hulu original series PEN15—which was nominated for Outstanding Comedy Series at the 73rd Primetime Emmy Awards.[35][36] Viacom also launched an Awesomeness-branded channel on Pluto TV after acquiring the service in early-2019.[37][38]

By January 2021 when Awesomeness' parent Viacom re-merged with CBS Corporation into forming ViacomCBS (now Paramount Global) in December 2019 two years ago, Awesomeness announced it had consolidated its live-action film & television production operations including current series & studio content and had combined it with those of ViacomCBS's fellow production subsidiary Nickelodeon Group into forming one live-action production arm under the Awesomeness & Nickelodeon Productions names following the departure of Awesomeness executive VP of live-action studio Shelley Zimmerman to join Bad Attitude Entertainment as president of TV, with Nickelodeon's head of live-action production Shauna Phelan and Zack Olin would serve as co-presidents of the combined live-action production studio Nickelodeon/Awesomeness Live-Action Studio with them started co-heading Awesomeness's live-action film & television production operations whilst Awesomeness's film division & Nickelodeon VP Syrinthia Studer would oversee the combined production outfit Nickelodeon/Awesomeness Live-Action Studio as executive vice president of live-action films.[39][40]

In October 2025 when Awesomeness' parent company Paramount Global merged with Skydance Media to form Paramount Skydance, Awesomeness & Nickelodeon's live-action production studio under the Awesomeness and Nickelodeon Productions names and production state including Awesomeness' currently running television series XO, Kitty and School Spirits had been absorbed into Paramount Skydance's television production studio Paramount Television Studios during the production of Victorious spin-off series Hollywood Arts which was originally ordered at the former Awesomeness & Nickelodeon's live-action production studio as Paramount Television Studios assumed production of Awesomess & Nickelodeon's live-action production state beginning with the latter show.[41] A week later in that month, it was announced that Awesomeness would be merged into Paramount Television Studios following the latter's absorption of Awesomeness' production assets.[42]

Awesomeness Films

On June 23, 2015, AwesomenessTV announced its launch of a film division.[43][44][45]

Awesomeness News

In 2017, AwesomenessTV launched of a news division.[46]

Awesomeness Ink

On October 14, 2014, Awesomeness launched a digital young adult publishing unit.[47]

Film productions