Propagate Content, Cowshed Ventures launch outdoor and adventure YouTube Channel

MIPCOM: Ben Silverman and Howard T Owens’ US-based Propagate Content is launching a joint-venture outdoor and adventure YouTube Channel with UK digital first media company Cowshed Ventures, part of Cowshed Collective.

Luci Sanan

Revealed on day two of Mipcom here in Cannes, Survive+ is a new digital-first offering across YouTube and socials, dedicated to outdoor and adventure storytelling.

Bringing together licensed hits and original IP, Survive+ launches with a slate of outdoor programming, including a number of series presented by adventurer Bear Grylls, fresh voices like Zoologist Jack Randall, and breakout series including Survivalists.

Propagate is the production company behind the long-running Running Wild with Bear Grylls series which has aired on NBC and Nat Geo in the US.

Cowshed contributes digital expertise and creator-led content production, demonstrated through successes like the Netflix breakout hit Inside, which originated as a Cowshed produced series in partnership with Sidemen Entertainment, on YouTube.

Survive+ will be managed by Cowshed, which will oversee day-to-day channel operations, content strategy, and audience development. Both partners will collaborate on developing original IP designed to scale across platforms – from streaming services to social media to brand partnerships and beyond.

Drew Buckley, group president and chief operating officer at Propagate Content, said: “Partnering with Cowshed allows us to blend world-class talent like Bear Grylls with emerging voices like Jack Randall, all through a digital-first lens. This venture exemplifies our commitment to meeting viewers where they are while maintaining the premium quality that defines great adventure content.”

Luci Sanan, head of Cowshed Ventures said: “We’re very excited to be launching our venture with Propagate, a partner which gives us unparalleled access to premium content in the much-sought after genre of adventure and outdoors content. Coupled with Cowshed’s expertise in digital-first content optimisation, we’re going to create a go-to home for first class shows, creators and brands.”