Our goal is to be the digital hub for comedy and comedy lovers, as well as a space for both established and emerging comedians to collaborate with us and showcase their work.
We program a mix of social original creative from our in-house team, clips of our legacy shows from our library, and content to support our current linear franchises, network movies, and Paramount+ shows.
We collaborate with influencers and comedians, including through small-scale collaborations as well as bigger investments such as the Under the Influencer Program, a days-long shoot during which time we create a significant body of social-first content (in 2022, we worked with Yung Gravy, Lala Milan, Adam Waheed, and DeStorm Power). We also support emerging comedians through the Creators Initiative, where we bring up-and-coming comedians into our in-house writers room. In 2022, we worked with Kenice Mobley and Brooks Allison.
We also leverage our heritage brand assets - our linear shows - to engage audiences. We focus heavily on re-contextualizing clips, as appropriate, to connect with Gen Z audiences and breathe new life into these shows and drive fan love.
In 2022, Comedy Central had an astounding 1.4B views and 60M engagements across all social platforms, and saw overall footprint growth of 1.7M users across platforms.
We saw major success and leaned into platform changes to help drive that growth, including leveraging Reels and "meme-ifying" our legacy content for renewed interest amongst Gen Z fans on TikTok. For example, the franchise Nathan For You saw renewed interest on our TikTok, garnering 37M views.
