SnagFilms was launched in July 2008 by pioneer Ted Leonsis, inspired by his earlier AOL initiative called True Stories. Designed to fill the gap for thoughtful, impactful documentaries and independent films, SnagFilms offered a curated platform for filmmakers and audiences seeking more than mainstream entertainment. Backed by high-profile investors including Revolution chairman Steve Case and venture capitalist Miles Gilburne, the service started with a strong foundation and a clear mission to elevate storytelling through non-fiction cinema.
The library featured over 5,000 titles at its peak, including powerful documentaries like Super Size Me, The Good Son: The Life of Ray Boom Boom Mancini, and Nanking. SnagFilms also forged partnerships with National Geographic, giving audiences free access to premium documentary content through an ad-supported model.
Expanding Reach Through a Wide Digital Footprint
Unlike traditional streaming competitors, SnagFilms built an expansive syndication network early on. Its content was made available not only on its own website but also through more than 110,000 affiliated digital properties, including IMDb, Hulu, Comcast XfinityTV, AOL, and numerous nonprofit and special-interest websites. This strategy enabled SnagFilms to rack up over 3.5 billion pageviews across its network and establish itself as a documentary destination.
SnagFilms was early to embrace emerging platforms. It developed apps for iPad, Android tablets, Kindle Fire, and smartphones. The service launched on Roku, Boxee, and eventually connected TVs from Sony, Samsung, and Vizio. Titles were also distributed through Amazon, iTunes, DIRECTV, and Xbox Live. In 2013, the company introduced an Apple TV app and continued to experiment with other OTT integrations, including partnerships with Verizon FiOS and Comcast’s video-on-demand services.
A Period of Recognition and Acclaim
SnagFilms garnered widespread praise for its technology and accessibility. It was named one of Washington D.C.’s fastest-growing tech companies and received accolades, including Gizmodo’s “Best iPad App” and a Webby nomination for best entertainment site. It was also twice named a “Top Site” by OVGuide and appeared on MovieMaker Magazine’s list of “50 Best Websites for Moviemakers.” In 2013, Red Herring included SnagFilms on its Top 100 North American tech companies list.
The company also operated Thundershorts, a curated comedy platform that earned praise from The New York Times, and it previously owned IndieWire, the influential publication covering the independent film industry, before selling it to Penske Media in 2013.
Shutdown and Pivot to ViewLift
Despite critical acclaim and industry recognition, SnagFilms was not immune to the broader challenges faced by niche streaming platforms. In May 2020, the company announced it would shut down the SnagFilms service, expressing regret in a message on its homepage. At the same time, SnagFilms made a strategic pivot to focus on ViewLift, a B2B over-the-top technology and services platform.
ViewLift was developed to help other media companies build and distribute their own streaming apps. The company raised new funding, including a reported $8 million round led by Weekapaug Partners and Robert Hisaoka, along with continued support from earlier investors like Comcast Ventures and Steve Case. The move represented a shift from content distribution to infrastructure development as OTT demand surged globally.
The ViewLift platform quickly gained traction, signing clients like Tegna for a sports streaming service and offering multi-device support across mobile, web, Apple TV, Roku, Fire TV, and more. The company positioned itself as a competitor to heavyweights like MLB Advanced Media, which powers platforms for HBO, the NHL, and WWE.
Today, ViewLift continues to build on that foundation. Most recently, NESN partnered with ViewLift to power the relaunch of its direct-to-consumer platform, NESN 360, demonstrating how SnagFilms’ DNA continues to fuel innovation in modern streaming infrastructure, particularly in live sports.
Legacy and Lessons
SnagFilms was ahead of its time in recognizing the potential of ad-supported video and the need for niche content hubs in a rapidly expanding digital world. It championed documentaries and independent storytelling when most streaming platforms focused on scale and blockbusters. Though it ultimately could not compete with larger platforms on content volume or funding, it still had a significant impact on the documentary space.
Its pivot to ViewLift reflects an evolution that many companies face in the OTT ecosystem, from content creation to enabling others to deliver content efficiently. While SnagFilms, the service, is no more, its DNA lives on through the technology and clients it powers today.
