Programming legend John Hendricks’ CuriosityStream has landed its second major sponsor with Toyota signing on as the exclusive automotive partner for the global streaming service.
Toyota joins Sprint as CuriosityStream’s first two premier sponsors, category-exclusive relationships that span creative, co-promotion and distribution collaborations to engage consumers with the service.
The Toyota Theater will launch on CuriosityStream in September with CuriosityStream’s Dream the Future narrated by Sigourney Weaver as the lead title.
“We have been so delighted to work with Toyota and its talented agencies, Saatchi and Saatchi and Zenith Media, in crafting a partnership plan that will enable Toyota to effectively communicate with today’s most sought-after viewers who are eager to learn more about breakthrough advancements in science and technology that will positively impact our future,” said CuriosityStream chief advisor for sponsor partnerships Joe Abruzzese in a statement.
The announcements of four more exclusive sponsors in categories such as insurance, banking and finance, aerospace, and pharmaceuticals are expected before the end of the year. Each of those six sponsors will have a branded theater on CuriosityStream, offering original documentaries as well as branded sponsor programming. All 1,800-plus titles are streamed without commercial interruption and begin with a pre-roll sponsor message before each show.
Toyota, the largest producer of electrified vehicles with nearly 11.5 million hybrids sold worldwide, will leverage the Toyota Theater on CuriosityStream to feature technology and science series programming, while also highlighting its portfolio of advanced-technology vehicles like the Prius, Mirai, and Prius Prime.
“Through our partnership with CuriosityStream and the Toyota Theater, we’re excited to engage with an audience of science and technology enthusiasts,” said Toyota Motor North America vice president, integrated marketing Vinay Shahani in a statement. “As Toyota shifts from a traditional automotive manufacturer to a mobility company, our culture of innovation has never been more critical, particularly in areas such as artificial intelligence, robotics, sustainability, and safety. CuriosityStream gives us a vital platform for sharing some of the most cutting-edge innovations coming from Toyota today.”
Curiosity Stream launched the new sponsor-supported platform on Aug. 2, with the Sprint Theater as the first of six anticipated brand theaters. CuriosityStream also announced distribution agreements with over 30 cable and MVPDs which collectively serve over 100 million global customers.
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“We could not be more pleased that Toyota has joined us as our exclusive automotive partner. Given Toyota’s global leadership in technology innovation, we think they are the perfect ally in presenting incredible science, engineering, and technology content within the new Toyota Theater that will go live within 60 days on CuriosityStream,” Hendricks said in a statement.
