This isn't the first time Ms. Phan, who achieved fame among many young people via YouTube, has set her sights on her own video platform. Before she partnered with Endemol Beyond last year, she started an online video network called Fawn.
"Fawn was the beginning seeds of Michelle's vision," said Vivi Zigler, Endemol Shine North America's president of Digital, Brand and Audience Development, adding that content from Fawn will be integrated into Icon.
Endemol is positioning Icon as a "premium content network," which translates into content with "high production value," Ms. Zigler said. The company is announcing a slate of original programming to coincide with Icon's launch. "We're not trying to churn out 30,000 pieces of video," she said.
Endemol is still sorting out how brands will be able to advertise against Icon's content, Ms. Zigler said. Premium networks often aim to attract blue-chip advertisers with high quality content -- for a higher price point.
Icon will cover topics including beauty, wellness, fashion and food, and the content will be distributed on YouTube, Dailymotion and Roku, as well as the Icon app and website. The network's content creators include social-media influencers such as Sonya Esman, Jkissa, Jamie Greenberg and Kassie Isabelle.
Ms. Phan has 7.5 million YouTube subscribers and 3 million likes on Facebook. She traveled to Asia with Michelle Obama to promote the Let Girls Learn initiative this month, and last year she teamed up with Pinterest for a Halloween campaign promoting its Pin Picks feature.
Contributing: Tim Peterson