Sinclair, a broadcasting company, has recently sold its free, ad-supported streaming TV (FAST) service STIRR to Thinking Media, a startup specializing in cloud-based streaming solutions for FAST and over-the-top (OTT) services. The new owners have set ambitious goals for STIRR, including international expansion, a threefold increase in its on-demand content library, and the transformation into an AI-native streamer with advanced search capabilities.
Cord Cutters News first reported the deal, which officially closed two weeks ago. The acquisition comes at a time when there is a growing interest in FAST (free ad-supported streaming) as more premium streamers raise their subscription prices. According to Samba TV, one in three U.S. users subscribed to FAST services in 2023.
STIRR was initially launched by Sinclair in 2019 with over 100 free, ad-supported live TV channels and a vast library of TV shows and movies. While the live channels have been removed, on-demand content is still available on the platform.
Thinking Media founders Todd Carter (CEO) and Scott Schlichter (president) have stated that STIRR will see a significant increase in on-demand content in the coming months.
STIRR is looking to expand its catalogue by adding new niche categories such as travel and exploration, fitness and wellness, cooking, automotive, technology and innovation, fashion, home improvement and DIY, education, gaming, and news and opinion. Additionally, the streaming platform plans to expand to the U.K., Australia, New Zealand, and Ireland and launch Spanish-language content in LatAm territories. STIRR is currently available on the web, Apple TV, iOS, and Android devices worldwide, with plans for further expansion to other smart TV platforms like Tizen, Amazon Fire, and Roku.
Image Credits: STIRR
Thinking Media is also working on integrating its proprietary features into the platform, starting with “Key Video Moments” to provide second-screen capabilities and a web user experience on STIRR. The company is negotiating to bring back and introduce new content to STIRR, and is focused on adding more innovative features to enhance the streaming service.
“There’s this incredible opportunity to think of STIRR as a lab for TV web innovation… for us to build on what Sinclair Broadcast Group created and take it to the next step,” Carter stated. The company has already made tech enhancements to STIRR’s platform, including a new “interactive” video player and WebRTC support for potential live chat functionality.
STIRR’s UI is simpler than its FAST competitors, so introducing innovative features will hopefully give the service a new lease on life. Schlichter added, “We want to embrace [STIRR]… and provide new features that we think you’ll enjoy.”
Image Credits: Screenshot of STIRR.com
Finally, STIRR is aiming to increase its range of international rights to support its growth plans and to enhance the viewer experience with innovative features. With the sale to Thinking Media, STIRR is poised for significant growth and transformation in the streaming industry.
