New Service to Tap into Growing Young Audience for Classical Music
Vialma is delivering a fresh approach to classical music with its FAST channel, launched on Samsung TV Plus. Initially available in France and Switzerland, the channel aims to tap into a growing young following for classical music.
With a mission to enrich lives through music, Vialma has an established streaming platform with more than 2 million audio and video titles, which are curated to enable enthusiasts and curious minds to discover new works. The FAST channel, Vialma TV, features concerts, film music, operas, and ballets, as well as innovative short films featuring both established and emerging artists. This includes Ennio Morricone conducting his own legendary film scores, young dancers doing pas de deux in the streets, or even the latest video recordings from the London Symphony Orchestra, one of the world's finest orchestras.
According to Luminate, classical music has experienced double-digit growth in streaming volumes for more than three years, well above the average for other genres. The audience is predominantly women and younger age groups: Deezer indicates that 31% of classical music streamers on its platform are under 35 years old. In addition to these figures, the BBC reports that while young people are more attracted to classical music than ever before, they are also very interested in emerging artists and the new ways in which this genre is being staged thanks to the advent of digital technology.
Guillaume Descottes, Founder, Vialma, commented: “Recent figures show that classical music is growing in popularity, with a growth rate far exceeding other genres. Young people in particular are looking to consume classical music to help them concentrate, study, and relax and improve mental wellbeing. These audiences are digital first, however, there are very few fully digital classical musical services. With this channel, we want to give younger audiences a way to easily access free classical music in a format they are comfortable with.”
Antoine Chotard, Strategic Partner Development, Samsung TV Plus France, added: “We have chosen to distribute Vialma TV, because its offer brings a fresh approach to classical music. Vialma’s FAST channel offers modern programmes, and programmes which have been adapted for new FAST audiences.”
Vialma TV is available on all devices with access to Samsung TV Plus, including phones and connected TVs.
