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GIPHY Arts, the division of Giphy dedicated to GIF art and artists, launched a free app exclusive to Roku today that allows users in select regions to view GIPHY clips—30-second short originals with audio—on their Roku devices.
The new “Public Axis” channel is Giphy’s first connected TV platform and brings short video content created by artists from mobile to the TV screen. It comes on the same day that YouTube announced its plan to bring short video to TV viewers to challenge TikTok.
At launch, “Public Axis” is available to Roku users in the US, UK, Mexico, Canada, Germany, Ireland, France, Panama, Colombia, Costa Rica, Chile, Australia, El Salvador, Peru, Argentina, Guatemala , Honduras. , and Brazil. It’s free to download from the Roku Channel Store and has no ads.
Users can access various shorts, clips or “episodes” created by an authorized artist. For example, ListenMi released a three-episode series, “Legends of Remote Work,” featuring animated shorts about the experience of working from home.
Viewers can view Public Axis content at publicaxis.giphy.com.
GIPHY Arts launched the Axis Community app on Roku devices to help promote artists to a “broader audience,” the company wrote on its blog. Roku reported a net add of 2.3 million active accounts in the third quarter, bringing the total to 65.4 million.
Roku, meanwhile, recently adopted a video shortcut, too. The media distribution platform released a new short video feature, “The Buzz,” to give users access to short content such as trailers, interviews and images from AMC +, Apple TV +, BET +, SHOWTIME, Starz, and other partners.
Giphy has been in the short video space for a long time. It made its first foray into this market in 2019 when it launched “GIPHY Video,” which has since been renamed “GIPHY Clips.” Today’s announcement comes eight months after TikTok integrated GIPHY clips into the new TikTok Library, an in-app creation tool.
Also, the company unveiled a new 30-second commercial last week, which is currently playing in theaters in New York City and Los Angeles.
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