Monetizing Premium Video: Fullscreen Explains What Works Now
While panelists and attendees at Streaming Media conferences love to dive into the intricacies of formats and codecs, when all's said and done people want to know how to make money from what they've got. At the recent Streaming Media East conference in New York City, Mike Wann, CRO for the multi-channel network Fullscreen, explained how his company defines premium video -- and why brand safety is subjective.
"Content quality is a key component to thinking about premium, but at the same time I also do believe that it comes down to a meritocracy of popular video, and and the end of the day when it comes down to brand safety as a component it really varies depending on the brand that is engaging with the content itself," Wann said. "The way that we think about it is the right content for the right audience at the right safe environment is considered premium."
How content owners monetize their premium video has changed dramatically in the past decade.
"If we think about premium content even 5, 10 years ago and you think about the life of a piece of content, when you started going down production you'd think to yourself, 'Well, I'm not distributing for free right off the bat. I'm going to think about windowing, direct-to-DVD, and windowing into different distributions such as in theaters and what have you,'" Wann explained. "If you take a look at how content is being distributed today in the premium sense it's across the board: Everything ranging from segments that are ad-supported all the way to windows that are in specific channels that are sold for premium at first release.
For more thoughts on monetizing premium video, watch the discussion below.
New Opportunities for Monetizing Premium Video
Everyone talks about the threats to traditional motion picture and television business models as a result of digital/technological disruption. But despite the current discomfort and pain being felt by myriad traditional players, new opportunities exist to generate revenue from premium content services. This panel of experts representing different stakeholders in the premium video ecosystem will explore not only the peril, but also the promise, of digital distribution and new opportunities to monetize video. Panelists will also discuss their views of who the long-term winners and losers will be in the premium video world.
Moderator: Peter Csathy, CEO, Manatt Digital Media
Speaker: Mike Wann, CRO, Fullscreen
Speaker: Frank Besteiro, VP, Head of Business Development and Partnerships, AOL Video
Speaker: Will Griggs, Co-Founder, Cantora
Speaker: Miguel Rojas, Director, Content Production & Technology, Viacom Media Networks, Music Group
Called Fullscreen, the teen SVOD will offer scripted and unscripted originals, plus plenty of licensed shows, for $4.99 per month.
Hello Lab will allow 10 YouTube stars to create their dream projects, shooting and editing mobile video on mobile phones for a young audience.
In a deal rumored for months, AT&T and The Chernin Group's Otter Media may have spent between $200 and $300 million for the MCN.
Brand thinking has evolved for YouTube and online video: Brands are thinking long-term, but they need metrics that show their efforts are working.
Once a buzzed-about video app company, Viddy became Supernova and is now part of Fullscreen. So what kind of apps will it make now?
Just a few years back, Fullscreen was nothing more than an idea. Now, it's one of the biggest players on YouTube -- and it's still growing.