Samsung looks to Milk Video for a piece of Millennial pie

Add Samsung to the ranks of streaming video providers trying to capture a share of the Millennial viewing audience.

Well, a share of the audience that owns a Galaxy smartphone released since 2012, anyway.

The company, which has been streaming music to the masses for eight months, this week rolled out Milk Video, the video twin to its musical sister, Milk Music that it launched in March.

Much of the video content comes from sources already a hit with Millennials, College Humor, Funny or Die, The Onion, Vevo and VICE, as well as clips from Saturday Night Live and other shows. It’s free and curated by Samsung, and it leans heavily on social media, allowing users to share on Facebook and Twitter, and to follow their favorite brands and content posters.

So, it certainly has some appeal in what is already a pretty crowded market.

This is the second push Samsung has made into video; it shuttered its last try, the Samsung Media Hub, earlier this year. And, depending on just how loyal Samsung owners are, this could also be a tough deployment to get very deep.

But, it is offering a curated collection from some of the top online content producers, which will make it easier to find good content.

That, the company said, is key.

“Discovery happens in a haphazard way,” said Kevin Swint, Samsung VP of content and services. “This experience being kind of random leaves a lot of people feeling like they’re the last one to see videos everyone’s talking about. … We thought we could solve that.”

But Samsung is sailing into pretty stiff headwinds, with competition firmly entrenched and offering similar content (even though Samsung says it will be offering a bunch of exclusives from some of its partners).

Samsung says it’ll expand Milk Video to other products, including TVs, eventually. But, for the moment, a release in a very small ecosystem and no ads means Milk Video could have a short lifetime… but likely be used to pave the way for a bigger, fuller service down the road.

At the very least, it’s worth a look. The app is available to download from Google Play.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn