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| A+E Global Media Leverages Digital Originals, Creators and Interactive Experiences to Deepen Audience Engagement
A+E Global Media has significantly expanded its digital capabilities, investing heavily in original video, custom storytelling, social-first content and redesigned websites to deepen audience engagement.
That strategy reflects a broader effort to ensure the company’s brands connect with audiences wherever they consume content.
“We’ve mapped out how our content and our brands play out everywhere from linear TV to TikTok, thus ensuring relevance across all of our platforms,” said Jason Buhrmester, SVP, Head of Digital Creative and Editorial at A+E. The goal, he said, is to drive intentional engagement rather than passive viewing.
“Whether it’s deeper dives into our incredible storytelling, behind-the-scenes content or coverage of our talent and premiere events, we give fans more ways to engage with the programming they love,” Buhrmester said.
HISTORY’s hit survival series Alone is a stellar example. A+E developed a sponsorable digital exclusive series called Shelter from the Storm as a companion to the core program. “It showed how the different contestants built their shelters, which is something fans were curious about but didn’t necessarily get to see on the linear show,” Buhrmester said. |
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| Another Alone companion series, The Ride Back (sponsored by Jimmy John’s) captured interviews with contestants after they “tapped out” and exited the competition.
Digital storytelling has also expanded into new programming and genres. When the A&E network launched Crime in Progress this past January, the digital team created four exclusive online episodes and companion editorial content called the “Crime in Progress Case Files.”
The result was a powerful feedback loop between television and digital engagement. “Six of those articles were among our top 10 stories for the month, contributing to one of our biggest traffic months,” Buhrmester said.
Similarly, MonsterQuest: Origins launched alongside the revival of HISTORY’s popular MonsterQuest series and consisted of six digital-only episodes exploring the historical origins behind various urban legends. “We worked with an award-winning podcast host and creator in the space, Sapphire Sandalo, and our editors tapped into some AI (Artificial Intelligence) video techniques to bring those stories to life,” Buhrmester said.
For advertisers, these digital storytelling formats offer flexibility and measurable campaign impact. Advertisers can now own the full experience around a show like Alone across every platform. |
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Creator Partnerships
As evidenced in their recent Upfront presentation, creator partnerships have become an increasingly important part of A+E’s digital strategy. Recent collaborations have included brand partnerships with companies such as Vaseline and L’Oréal where the advertisers benefited through A+E’s on-going relationships with new influencers and creators.
Beyond new brand partners, A+E’s platforms also offer access to large built-in audiences. On YouTube alone, HISTORY has roughly 15 million subscribers, A&E has more than 11 million and Lifetime has nearly 7 million.
“A+E also offers creators the opportunity to move upstream into tentpole longform programming,” Buhrmester said. “Some of the creators we’re working with now are already appearing as guests on HISTORY shows.”
“Advertisers can partner directly with our creators to build campaigns that feel authentic and connect with our highly engaged fan communities,” said David DeSocio, EVP of Media Solutions and Partnerships. “These new relationships help simplify client success by ensuring more brand safety, clearer messaging and greater business alignment.” |
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Interactive Web Experiences & Thematic Hubs
Beyond original video and social content, A+E has expanded its interactive web experiences. One recent addition is a customizable bracket-style game. “You can think of it like a Final Four bracket. Users vote their way through topics such as ‘who was our greatest President’ or ‘what was the most influential invention of this century.’ We’re also launching interactive quizzes and games on the site,” Buhrmester said.
Finally, thematic hubs built around major cultural events or anniversaries are another area of expansion for the brand. These hubs can combine original articles, custom playlists, archival video and custom storytelling. “This year, we’ve built a dedicated hub for America’s 250th anniversary that pulls together content from our vast library. Our ‘History Honors 250’ offerings have proven very popular with advertisers,” noted Buhrmester.
A Look Ahead At A+E’s Multiplatform Future
“Looking ahead, we are exploring everything from podcast expansion to micro-dramas and short-form storytelling,” Burhmester said.
AI will be an increasingly important tool in digital production. With brands like HISTORY that are renowned for its marquee factual storytelling, the company is approaching the technology responsibly.
“Our teams are experimenting with AI video every day,” Buhrmester said. “It is no doubt an amazing tool in our toolkit and we know our audiences rely on us for accuracy and integrity. We have a fact-checking department and a chief historian to ensure veracity.”
That balance between innovation and trust, he said, will define the next phase of A+E’s digital evolution. |
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