The Electronic Retailing Association

Industry News Germany

QVC targets new audience: First YouTube celebrity to become shopping TV expert

YouTube is a mass medium with a wide reach where video bloggers like Sami Slimani or Dagi Bee are regularly watched by hundreds of thousands of internet users. According to a study by German broadcasters ARD and ZDF*, 81 percent of people aged 14–29 check out what their favorite personalities have been up to on the online video portal at least several times a week. Moving to TV is the logical next step for video blog celebrities such as Joyce Ilg, LeFloid and Aaron Troschke.

“Wohnprinz”, one of Germany’s most successful YouTubers with more than 73,000 followers, has also been on TV since September 2015. QVC is the first multichannel retailer to secure the support of a popular YouTube blogger. “Wohnprinz” is the latest addition to QVC’s team of experts, and he’s very popular especially with younger audiences. Originally from Lubeck, he made his fifth appearance on QVC’s Home and Living program in January.

New ideas and fresh decorating tips from the YouTube expert:
The 29‐year‐old YouTube star gives tips and advice on interior design and decoration on the QVC live shows, from traditional table centerpieces to bed linen. Customers love his youth and authenticity, and even the more experienced colleagues at QVC appreciate him. As one of the youngest product experts on QVC he brings fresh ideas with him and is very popular with younger viewers.
*JIM survey 2015

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