Easy to Assemble

Tubefilter.tv offers a rare and eye opening look into the numbers behind the Ikea sponsored scripted web series “Easy to Assemble.” The total tally? 1.9 million views … “true” and intended views, not those “auto-play” fake views MySpace was trying to sneak into it’s stats.

How did “Easy to Assemble” rack up those impressive numbers? Their most lucrative partnerships were with MyDamnChannel.com (over 850k views) and an Ikea fan site (over 500k views). If you add up the views on their traditional distribution (where most web series try to place their shows), i.e. YouTube, Dailymotion, Blip, and their own site (easytoassembleseries.com) the total is less impressive (less than 40k).

The lesson? Seek out partnerships with popular online destinations that promise to feature your show prominently. Of course, it helps if you have a show with a strong cast of recognizable celebrities like “Easy to Assemble” … but clearly even celeb wattage doesn’t attract major views if you’re trying to build your own distribution channel from scratch.

See the full TubeFilter article and all the “Easy to Assemble” views data here: http://news.tubefilter.tv/2009/10/28/how-ikeas-easy-to-assemble-broke-1-9m-views-without-cheating/