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go90

go90 was a free, ad-supported mobile video streaming service launched by Verizon Communications in October 2015 and discontinued in July 2018. Designed primarily for smartphone users, particularly those aged 18-34, it offered short-form videos, live events, clips from traditional TV and movies, and original programming created in partnership with digital influencers and media companies. Verizon positioned go90 as a mobile-first platform leveraging its wireless network advantages, including unlimited data perks for subscribers, to compete with established services like YouTube and Snapchat. Despite heavy investments exceeding hundreds of millions of dollars in content acquisition, original productions, and acquisitions such as the video site Vessel, the service failed to achieve significant user scale or engagement amid intense market competition. The platform's closure, announced in June 2018, aligned with Verizon's strategic pivot following the creation of its Oath digital media division from AOL and Yahoo properties, resulting in a $913 million charge for product realignment.

History

Launch and Initial Development

Verizon developed go90 as a mobile-first video streaming service following its acquisition of in May 2015 for $4.4 billion, which provided video content and advertising technology assets to support the platform. The service built on earlier efforts, including 's 2014 purchase of Intel's OnCue streaming assets for around $200 million, aiming to create a social entertainment destination tailored for users. A beta version launched on September 8, 2015, initially accessible to select Verizon Wireless customers and partners via an app and website sign-up. The platform was positioned as free for Verizon subscribers, with videos exempt from data usage charges on its network to encourage mobile consumption. The public rollout occurred on October 1, 2015, featuring over 8,000 video titles from initial partners such as Viacom (including , , and ), AwesomenessTV, , , Maker Studios, , , , , and . Early development focused on short-form clips, full TV episodes, live events, and personalized recommendations powered by AOL's One by AOL ad-tech for . Despite the extensive library, initial suffered from content discovery challenges, prompting subsequent algorithmic improvements.

Acquisition of Vessel and Strategic Shifts

In October 2016, acquired , a subscription-based video streaming service founded by former executives and Richard Tom, primarily to leverage its technology and engineering talent for enhancing the go90 platform. The deal, announced on October 26, 2016, led to the immediate shutdown of 's standalone service on October 31, 2016, with its proprietary video delivery software and product features slated for integration into go90 to address the latter's underwhelming user adoption and technical shortcomings. Terms of the acquisition were not publicly disclosed, but it was characterized as a strategic move to accelerate go90's development amid competitive pressures from established platforms like . Vessel's engineering team, rather than its founders—who did not join —was absorbed into the go90 division to spearhead a comprehensive rebuild of the app's architecture and . This integration marked a pivotal shift from go90's initial reliance on in-house development tied to the earlier acquisition of OnCue, toward adopting Vessel's more agile, premium video curation tools designed for early-access content from creators. As part of this pivot, executed significant layoffs in January 2017, cutting approximately 155 positions—primarily from the San Jose-based team associated with prior efforts—to reallocate resources and streamline operations under the incoming Vessel personnel. The strategic overhaul post-acquisition emphasized mobile-optimized video discovery and personalized recommendations, incorporating Vessel's backend efficiencies to reduce data consumption and improve streaming reliability on Verizon's . By March 2017, these changes manifested in go90's "version 3.0" update, which introduced expanded content verticals such as gaming and lifestyle programming alongside new ad formats to boost , reflecting a broader recalibration from curated short-form clips to diverse, advertiser-friendly genres amid persistent challenges in scaling user engagement. Despite these efforts, the shifts underscored go90's ongoing struggle to differentiate in a saturated market dominated by free, ad-supported alternatives.

Expansion of Original Content Production

In the months following its October 2015 launch, go90 shifted focus from predominantly licensed content to commissioning as a strategy to enhance user retention and differentiate from competitors like . This expansion included multi-series deals with production studios to create exclusive short-form scripted and unscripted content tailored for mobile viewing. For instance, in September 2015, commissioned six scripted series from New Form Digital, each consisting of 12 episodes intended to premiere on the platform over the subsequent year. By early 2016, partnerships accelerated production volume, with DanceOn agreeing to develop 25 original series, encompassing competition formats such as the dance-focused Dance Off Juniors. Concurrently, partnered with to produce music-oriented original videos, aiming to leverage artist collaborations for youth appeal. These initiatives marked a deliberate ramp-up, with originals comprising approximately 15% of go90's content library by October 2017, enabling broader distribution to affiliated platforms like Video. The expansion emphasized genres like teen dramas, comedies, and lifestyle shows, often produced in-house or via studios such as , which ramped up output under multi-year pacts for mobile-first episodes averaging 5-20 minutes. However, by late , go90 curtailed new original investments amid stagnant user growth, redirecting resources toward licensing and integration with Verizon's broader media assets before the service's shutdown.

Technical Features and Platform Design

Mobile-First Architecture and User Interface

Go90 was engineered as a mobile-first platform, prioritizing and tablet interfaces over or traditional TV experiences to align with millennial viewing habits on the go. Launched in on September 28, 2015, for select customers and expanding publicly on October 1, 2015, the service derived its name from the 90-degree phone rotation required for video playback, underscoring its optimization for portable devices. The architecture emphasized low-latency streaming and through a microservices-based backend comprising over 100 independent services, enabling scalable handling of mobile traffic spikes without compromising performance. The user interface featured a social-centric design, allowing users to follow favorite shows, celebrities, and friends while joining "crews"—themed groups for shared interests such as specific content genres or events—to facilitate discovery and interaction. In-app tools supported commenting, chatting, and profile customization via "Spaces," where users could curate feeds with artists, songs, albums, , images, and text for personalized content recommendations. Short-form videos dominated the feed, with vertical scrolling and swipe gestures optimized for thumb navigation, though early versions faced criticism for content discoverability issues addressed in post-acquisition redesigns integrating Vessel's features for improved usability and . A major update in version 3.0, released on March 30, 2017, introduced segmented "networks" tailored to user demographics, such as for sci-fi, , and enthusiasts, and go90 Session for and content, enhancing interface and algorithmic curation. These elements collectively aimed to blend streaming with social networking, though the platform's and exclusivity limited cross-device fluidity until later multi-platform shifts. The design philosophy rejected desktop-centric norms, focusing instead on seamless integration of live events, on-demand clips, and user-generated interactions within a lightweight app footprint suited to mobile data constraints.

Data Consumption and Integration with Verizon Network

Go90 was designed as a mobile-first video platform tightly integrated with 's wireless network, leveraging the carrier's to deliver content optimized for cellular streaming. Launched on October 27, 2015, the service initially offered Wireless customers an additional 2 GB of complimentary data per month for three months upon activation, specifically allocated for Go90 usage to encourage trial without immediate data plan concerns. This integration aimed to capitalize on 's control over network delivery, reducing latency and buffering for users on its while promoting higher overall mobile video consumption among its subscriber base. In February 2016, Verizon expanded this perk by implementing zero-rated data streaming for Go90 via its FreeBee Data 360 program, under which the platform sponsored the data costs for eligible postpaid customers. This meant video playback on the Go90 app did not count against users' monthly data allowances when accessed over 's , distinguishing it from standard streaming services that incurred charges. Unlike competitors such as T-Mobile's Binge On, which applied video throttling to manage network load, Go90 maintained full-quality streaming without speed reductions, preserving at the expense of higher potential bandwidth demands on 's . The policy applied exclusively to Verizon postpaid subscribers and required app-based access, excluding or non-Verizon networks to enforce network-specific incentives. This approach drew criticism for potentially favoring Verizon's own content ecosystem, raising concerns as it subsidized data for proprietary services while competitors faced full metering. Despite these integrations, early user reports indicated initial data counting in some cases before the full rollout, highlighting transitional implementation challenges. Overall, the data model supported Go90's goal of capturing mobile viewing habits but contributed to broader debates on carrier-sponsored data practices amid rising video traffic on U.S. networks.

Content Strategy

Types of Programming Offered

Go90 provided a mix of short-form videos, full-length episodes, and live events optimized for mobile viewing, drawing from original productions, licensed network content, and partnerships. Programming emphasized quick, engaging clips under five minutes alongside longer segments, targeting with genres including , , , , and . At launch in 2015, the service featured approximately 8,000 TV episodes and clips from over 35 networks, including 15 of the 30 most-viewed primetime shows. Original series formed a core offering, with Verizon committing to 52 such programs by the end of 2015, many produced in partnership with AwesomenessTV for 200 hours of exclusive content. Examples included teen-oriented thrillers like Guidance and t@gged, comedies such as Mr. Student Body President and Betch!, and narrative-driven titles like Liberty Crossing and Now We're Talking. Higher-profile originals encompassed The Runner, executive-produced by , and animated shorts like Kobe Bryant's Dear Basketball. These series typically ran 5-22 minutes per episode, prioritizing episodic storytelling suited to fragmented mobile sessions over serialized formats. Licensed and aggregated content included bite-sized clips from traditional TV, music videos, and full episodes from select networks like Viacom's MTV properties, often with proprietary extras unavailable elsewhere. Sports programming highlighted live events such as NFL and NCAA college football games via ESPN partnerships, NBA highlights, and Mexican soccer matches, which drew record viewership in some cases. Music offerings integrated live concerts, streamed song clips for social sharing, and daily shows from AwesomenessTV, blending performance footage with interactive elements like in-app chatting during playback. The platform's curation favored user-generated and algorithmic feeds over linear schedules, incorporating gaming streams, lifestyle vlogs, and news snippets to encourage endless scrolling, though much of this mirrored free content on or with Verizon-specific perks like data-free streaming for subscribers.

Partnerships and Licensing Deals

Go90 secured numerous content partnerships and licensing agreements to bolster its library of short-form videos, live events, and , primarily targeting millennial audiences through delivery. A pivotal early deal was with the (NBA) in November 2015, valued at approximately $400 million, which provided daily league highlights, original series, and access to select live games exclusively for customers via go90. This agreement leveraged 's wireless infrastructure to distribute NBA content, though availability was restricted by existing broadcast rights. In January 2016, announced a multi-year partnership with to develop and distribute original music-based video series for the platform, including artist-focused content aimed at enhancing go90's entertainment appeal. Shortly thereafter, in March 2016, go90 inked a deal with for docu-series featuring the agency's talent in modeling, sports, and music, expanding into and talent-driven programming. Entertainment also entered a licensing agreement to supply a premium slate of content, aligning with go90's strategy to incorporate established studio assets amid shifting programming priorities under new leadership. Significant investments included a multi-year licensing pact with AwesomenessTV, reportedly worth $150–180 million, which supplied youth-oriented videos and originals; Verizon's total payments to AwesomenessTV approached $159 million during this period. Additional partners encompassed , , , and New Form Digital, providing diverse genres from news clips to scripted shorts, though these deals emphasized volume over exclusivity and contributed to go90's aggregation model rather than proprietary depth. In 2017, a three-year streaming agreement with the granted go90 rights to non-televised matches, marking an entry into live sports beyond NBA highlights. These arrangements, while ambitious, often prioritized cost-effective licensing over high-value exclusives, reflecting Verizon's initial bet on bundled mobile video to drive network usage.

Business Model and Operations

Monetization Approach

Go90 operated on a free, ad-supported model, providing access to its video content without subscription fees or direct user payments, with revenue primarily derived from advertising. The platform integrated display ads, pre-roll video ads, and sponsored content placements tailored for mobile viewing, aiming to capitalize on high engagement from short-form videos consumed via Verizon's wireless network. At launch in October 2015, Verizon secured over $50 million in initial advertising commitments, including upfront deals from agencies like Publicis Groupe, to fund the service's promotion and operations. To enhance ad inventory attractiveness, go90 leveraged Verizon's carrier for , such as demographic and behavioral profiling of users, positioning itself as a premium mobile ad platform amid competition from and . The service also employed zero-rated streaming—exempting go90 usage from customers' caps starting in early 2016—to drive higher viewership and ad impressions without additional cost to users, though this subsidized approach shifted initial expenses to with expectations of advertiser offsets through increased sponsored programs. Despite these tactics, go90 struggled to ad sufficiently, as millennial audience fragmentation and inadequate unique user growth limited advertiser interest, contributing to the platform's eventual shutdown in 2018 after failing to meet projections.

User Acquisition and Growth Metrics

Go90 launched on October 1, 2015, initially exclusive to wireless customers before expanding to the public, leveraging the carrier's network for targeted promotion and zero-rated data usage that did not count toward subscribers' data caps to encourage downloads and retention. invested in an $80 million marketing campaign, including billboards and , to drive awareness among . Early growth was driven by app store availability, with cumulative downloads reaching approximately 1.8 million by late November 2015, including 332,000 on from mid-October to mid-November and an additional 668,000 on in December. By September 2016, total app downloads exceeded 15 million, alongside reports of 5 million monthly active users (MAU) and 1.5 million daily app launches. However, engagement metrics declined thereafter, with MAU dropping to 2.1 million by February —a contraction from the prior year's peak—and remaining at that level through , signaling stalled growth despite initial momentum. iOS download rankings fluctuated significantly post-launch, reflecting inconsistent user acquisition traction. These figures fell short of internal expectations for scalable user expansion, as later analyses attributed limited to challenges in differentiating from established platforms like .

Reception and Performance Analysis

Critical and Industry Evaluations

Industry observers highlighted go90's underwhelming launch and limited user traction, with app store data reflecting poor initial adoption. In March , UBS analysts assessed that the app ranked around No. 300 overall and No. 20 in the category on , characterizing its performance as a slow start despite Verizon's promotional efforts. By , noted persistent low rankings, placing it at No. 80 in and in the 800s overall among apps, questioning Verizon's strategic commitment amid from established platforms like . Verizon executives conceded internal missteps in promoting the service. CEO Lowell McAdam stated in May 2016 that go90 had been "overhyped," attributing inflated expectations to early media coverage while asserting that subsequent goals remained realistic, though this admission underscored challenges in scaling beyond 's subscriber base. Advertiser feedback emphasized operational hurdles in monetization and engagement. A Wall Street Journal report from August 2016 detailed complaints from marketers about a rocky rollout, including difficulties in targeting audiences and measuring returns, which left the ad community underwhelmed despite the platform's mobile-first pitch to younger viewers. Post-shutdown analyses critiqued go90's core strategy as misaligned with market dynamics. MIDiA Research evaluated in July 2018 that erred by fabricating a niche for "edgy" original content aimed at , ignoring user preferences for proven short-form video ecosystems and underestimating distribution barriers against incumbents. Digiday similarly described the $1 billion investment as a "bad bet" that never addressed authentic consumer pain points, instead prioritizing ad pursuits over demand-driven , leading to inevitable discontinuation. These assessments aligned with broader industry consensus on go90's failure to differentiate in a saturated video landscape.

User Engagement Data and Shortcomings

Go90 achieved approximately 2 million downloads within its first few months of launch in late 2015. By early 2017, the service reported 2.1 million monthly active users in the United States. These figures, however, reflected limited scale relative to competitors like , which dominated short-form mobile video consumption, and failed to translate into sustained growth despite Verizon's access to over 100 million wireless subscribers. User engagement metrics indicated persistent challenges, with early reports describing a "slow start" based on app store download trends correlating to usage patterns. executives noted scaling in viewership and time spent on the platform by mid-2016, yet these gains were described as double-digit percentages from a low base, insufficient for broad adoption. Retention proved particularly weak, with engagement levels so low by January 2017 that they were difficult to measure reliably, contributing to advertiser pullback and operational pivots. Key shortcomings included inadequate user retention amid competition from established platforms offering superior discovery and social features, leading to high churn rates unmitigated by go90's mobile-exclusive focus. The service's reliance on Verizon network integration for zero-rated data did not sufficiently drive habitual use, as users frequently abandoned the app after initial downloads due to fragmented libraries and suboptimal algorithms. These issues manifested in stalled , with poor metrics deterring ad growth despite heavy investments exceeding $200 million by 2017.

Shutdown and Aftermath

Official Closure Announcement

On June 28, 2018, announced the discontinuation of go90, its mobile video streaming service, with operations ceasing on July 31, 2018. The company attributed the decision to its recent corporate restructuring, stating, "Following the creation of , go90 will be discontinued," referring to the formed by 's acquisition of and integration with properties. Verizon emphasized a strategic pivot, noting it would "focus on building its digital video business through ," which included reallocating resources to broader content distribution across platforms like and rather than maintaining the standalone go90 app. Users were informed that go90 accounts would be automatically deactivated, and the app would no longer be supported post-shutdown. This marked the end of the service launched in October 2015, after approximately 33 months of operation.

Reasons for Failure and Causal Factors

Go90's failure stemmed primarily from its inability to secure scaled user adoption despite substantial investments exceeding $1 billion, as the service attracted only modest viewership in the thousands per video and peaked at 17 million unique monthly viewers after integration with Verizon's properties. This shortfall reflected a fundamental misalignment between Verizon's objectives—primarily capturing ad —and unmet demands, with internal partners noting the absence of prior to validate demand for a curated, mobile-first video app. A core causal factor was the lack of a coherent and poor , leading to low discoverability and engagement; much of the licensed and original short-form programming, such as series like "The Runner," overlapped with content available on competitors or Verizon's own and platforms, eroding exclusivity. High executive turnover, including changes in leadership roles, compounded these issues, fostering confusion among production partners about the app's target audience and purpose, while overemphasis on content volume rather than quality resulted in inefficient spending of nearly $300 million directly on go90 programming. Intense competition from established platforms like , , and further undermined go90, as these services offered superior mobile-optimized formats and uncurated that better aligned with millennial preferences for discovery-driven viewing over Verizon's structured feeds. Verizon's inadequate efforts exacerbated this, failing to generate awareness or buzz, leaving many potential users unaware of the app despite bundling incentives like data-free streaming for Verizon subscribers. Ultimately, these operational shortcomings triggered a $658 million charge in the second quarter of 2018, prompting to discontinue go90 on July 31, 2018, following the formation of in 2017, as the company pivoted resources toward broader distribution across , , and entertainment properties better suited for rollout. This shutdown highlighted 's strategic error in pursuing a standalone video without first establishing proven , prioritizing internal ad growth over empirical validation of viewer behavior.

Reallocation of Assets and Content

Following the discontinuation of go90 on July 31, 2018, integrated its operations into , the media subsidiary formed from the mergers of and . This reallocation shifted distribution of go90's video content to Oath's established digital properties, including platforms under and brands, rather than maintaining a standalone . Select original programming from go90 faced uncertain futures, with stating it would collaborate with content partners to determine next steps for specific shows. No comprehensive public inventory of redistributed titles emerged, but the move aligned with 's pivot away from proprietary video services toward leveraging Oath's broader ecosystem for ad-supported distribution. Financially, the reallocation incurred significant costs, including a $913 million charge in 's third-quarter 2018 filing attributed to "product realignment" tied to go90's closure. In September 2018, Verizon eliminated its Content Operations group, laying off approximately 50 employees, further streamlining assets under . This process reflected Verizon's strategic retreat from heavy content investment, estimated at over $1.2 billion for go90, toward partnerships and existing media holdings.

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