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How Frame is aiming to reinvent the news
Over the last few years, documentaries have transformed into one of the most popular categories of entertainment in the U.S. In 2018, Netflix revealed that the second season of Making a Murderer was their second most binge-watched show of that year. At the same time, mobile consumption is rapidly increasing, with the average American now spending 5.4 hours a day on their phone, according to a 2019 study.
Frame is aiming to reinvent the news by bringing 10-15 minute, riveting documentaries to mobile video. The documentaries provide users with an entertaining way to learn about whatâ€™s happening in the world, optimized for mobile devices where people are spending more and more of their time.
By addressing these consumer trends in interactive, mobile-first documentaries, Frame generates engagement from users, with stories being watched on average for more than 5:00 (based on 9 documentaries published to date), more than 18x the average watch time for a video on the Facebook newsfeed (:17) (based on 2017 data).