Yahoo has shuttered its on-demand streaming service Yahoo Screen, a company spokesperson has confirmed to realscreen.
The tech company launched a rebranded version of the service in 2011 alongside a partnership with Viacom and eight original programs in an attempt to chip away market share from SVOD giants Netflix and Hulu. Since February 2013, the company’s digital portal has seen a decline in U.S. traffic by 25%, according to AdAge.
“At Yahoo, we’re constantly reviewing and iterating on our products as we strive to create the best user experience,” a Yahoo spokesperson said in a statement. “With that in mind, video content from Yahoo as well as our partners has been transitioned from Yahoo Screen to our Digital Magazine properties so users can discover complementary content in one place.”
While Yahoo’s remaining video efforts will now redirect to its homepage, it is still unclear whether the portal’s closure will be tied to company-wide redundancies.
According to Variety, which first reported the news, global news anchor Katie Couric will continue to deliver the daily news program Yahoo News Live.
The news comes months after the beleaguered digital giant partnered with the National Football League to deliver the first-ever global live stream of an NFL game between the Buffalo Bills and Jacksonville Jaguars last October.
In June, Yahoo revived its efforts to attract young documentary talent and audiences with a relaunched version of doc series Viewfinder, which aimed to release one doc project per month in addition to monthly docs produced through partnerships with journalism and film schools and non-profit news organization Retro Report.