QVC and HSN head to Philo

Dive Brief:

QVC Group is partnering with Philo, a live TV streaming service, on live shopping experiences, QVC Group announced Tuesday. Together, the brands will stream nearly 40 hours daily of live shoppable entertainment content. 
QVC and HSN will be the “first and only livestream shopping channels” available to Philo, QVC Group said. The channels will appear on Philo’s core subscription-based service alongside standalone free channel offerings. Viewers can stream Philo on mobile devices, tablets, TVs and desktop computers.
The Philo launch reflects QVC Group’s larger strategy to “drive live shopping content to everywhere customers are spending their time,” the company said.

Dive Insight:

As QVC Group further develops its social content, making a big move to TikTok, it is also diversifying across platforms. 

“With the launch of QVC and HSN, we are bringing Philo’s viewers two distinct live shopping experiences, each highly entertaining and engaging in its own way, with its own products, programming and personalities,” David Apostolico, senior vice president and chief distribution officer of QVC Group, said in a statement. “We look forward to welcoming new and existing customers to QVC and HSN via Philo, while providing yet another way to reach our fans wherever they are shopping.”

QVC Group’s latest strategy, announced last year, banks on livestreaming and social media platforms as means to revive the company in the digital age. This includes developing streaming options for platforms like Netflix, Hulu and YouTube and refreshing production studios.

QVC Group is streaming 24/7 on TikTok featuring original QVC and HSN content specific to the platform. Last year, QVC also launched products on TikTok Shop, the social media platform’s e-commerce segment.