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Whistle is the latest digital channel to go linear with WhistleTV - Business Insider

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Digital video channels are turning to 24-hour linear feeds to grab more ad dollars. A top Whistle exec breaks down the strategy ahead of its new channel launch.

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Digital-entertainment company Whistle is the latest to go over-the-top with a 24-hour streaming channel, WhistleTV, that will land on at least two ad-supported OTT platforms later this year, the company told Business Insider. By 2020, ad spending on OTT platforms in the US is forecasted to hit $5 billion, 85% more than the spending levels two years earlier, estimates from ad-buying group Magna Global show.More digital-native studios are launching linear streaming channels to get in on the growing share of advertising dollars that are shifting to over-the-top streaming platforms.

Whistle, which has been distributing, since 2014, sports and lifestyle video across digital platforms from YouTube to Snapchat, noticed that its most popular shows, like "No Days Off," were starting to be watched more regularly on TV screens. The ad rates on OTT players were also rising faster than on platforms like YouTube.

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