Streaming Content Monetization for Studios & Media Companies – In the rapidly evolving landscape of ad-funded streaming media, the efficiency of revenue delivery to broadcasters and content partners is of paramount importance. Historically, platforms like YouTube have set a benchmark by providing content creators with less than half of gross revenues. Despite significant commissions, YouTube’s extensive platform technology stack and zero investment requirement have made it a preferred choice for many content creators and some studios.
In stark contrast, legacy Free Ad-Supported Streaming Television (FAST) platforms have been less favorable. Content studios typically receive only a tenth of gross revenues due to multiple opaque intermediary commissions. This discrepancy highlights the superior revenue potential of YouTube, which operates as a walled garden monetization platform, free from the multiple intermediary deductions that plague FAST.
The Emergence of the View TV Studios’ Streaming Content Monetization COMO Model
Jamie Branson, recognizing the inefficiencies of the FAST model, undertook a comprehensive analysis of Streaming Content Monetization. His findings revealed that content creators on YouTube were generating an average of $25,000 per month, while FAST platforms yielded significantly lower returns and high costs. This realization led View TV Studios to dismiss FAST as a viable monetization strategy and develop a new model that not only surpasses FAST but also outperforms YouTube.
View TV Studios’ COMO model eliminates the excessive commissions associated with the now Legacy FAST. By leveraging their own origin ingest software, content creators & broadcasters can monetize their content directly, ensuring higher returns. This model respects premium content and offers a more lucrative alternative to YouTube without building their own costly O&O service, addressing the challenges faced by content studios who have been in navigating YouTube’s vast ecosystem (50m channels), Licensing terms and revenue-sharing commision.
Addressing the Flaws in on the, now Legacy, FAST!
The fundamental flaw in the FAST model lies in its extended investment payback period for new content productions, often ranging from 10 to 20 years. This is exacerbated by the fact that intermediaries in the ad-sales chain earn disproportionately higher revenues without investing in content creation or broadcast channel curation. Jamie Branson’s extensive research, including the creation of numerous spreadsheets, underscored these inefficiencies. He noted, “The current FAST model is unsustainable for content studios who bear the brunt of production costs while intermediaries reap the benefits.”
To address first principle issues, Branson developed ‘View TV AdX,’ a premium video advertising exchange designed to streamline the ad-trading process whilst supporting professional DSP’s & Marketing Agencies with the transparency they demand, as welll as the revenues Media Companies crave. This innovation aims to make content monetization sustainable for both View TV Studios investments and their dozens of content partners and broadcasting affiliates.
The Legacy of FAST and the Rise of COMO
Legacy FAST platforms suffer from multiple commission deductions and fragmented ad-trading processes, leading to low ad-fill rates and declining CPMs. The average ad-fill rate for leading FAST technology businesses is as low as 20%, though for comparative purposes on these comparisons, a 50% rate is used to avoid devaluing the findings.
View TV’s model aligns with traditional broadcast revenue models, delivering revenues ten times higher than legacy FAST networks and double those of YouTube. This is achieved through a traditional broadcast structured ad-break patterns and premium targeted ads, meeting the needs of premium media companies of all genres and niches.
The COMO Approach is the replacement for FAST
View TV’s Content Oriented Monetization Omniscience (COMO) approach prioritizes content control and distribution and provides regulation & transparency. Despite its clear advantages, the transition from FAST to COMO faces resistance due to the entrenched interests of intermediaries in the CTV ecosystem and the difficult truth for early adopting media enterprises. However, Jamie Branson believes that media companies will recognize the benefits of the COMO approach. “Content owners and broadcasters must embrace change and move forward, leaving behind the inefficiencies of the past and the anger of the facts,” Branson asserts.
View TV’s Strategic Expansion and Enhanced Monetization Models
View TV, through its Kapang Platform and Content Monetization First approach, is expanding its offerings to include live events, podcasts, and sports. These additions will also utilize a shared subscription model and a Pay Per View (PPV) model when ad-funded methods do not yield sufficient returns on premium productions and events.
View TV invests in building out traditional revenue teams
To further enhance its capabilities, View TV is expanding its ad-sales team and technology infrastructure. This includes the introduction of a Self-Service Ad-Platform for CTV advertisers and the View TV AdsDirect sales team, which will both cater to businesses of all sizes seeking to hyper-target content, events, and television channels. Advertisers will have the ability to access hyper-targeted addressable audiences by focusing on specific content genres, television channels, and live events. Additionally, they will have the option to target devices such as Connected TV (CTV), mobile, and more recently in-car CTV audiences, as well as home and viewing location data, ensuring the best return on investment (ROI) through transparent audience data for hyper-targeted campaigns.
View TV’s AdX Connect SSP replacement Offering for existing Media Companies
View TV’s AdX Connect will be made available to media companies seeking to replace their existing Supply-Side Platform (SSP) relationships for third-party distribution. This offering provides a singular regulated revenue partnership, delivering comprehensive audience and revenue data transparently through its unique multi-tenanted dashboard, which updates every 60 seconds.
Discover Why Sponsorships and Product Placements are the Future of TV
View TV has also established a dedicated media content and linear TV sponsorship team. This team is tasked with driving in-stream sponsorships, product placements, and e-commerce direct services, thereby generating additional revenue streams for all media partners adopting View TV’s Content Oriented Monetization Omniscience (COMO) approach.
By addressing the significant demand for transparency and addressable targeting from advertisers, as well as providing media companies with a sustainable and unhindered content monetization solution, View TV is effectively tackling the industry’s most pressing challenges.
Conclusion – Content Monetization has Oxygen again
The shift from now Legacy FAST to the game-changing COMO approach represents a significant evolution in ad-funded streaming monetization. View TV Studios’ innovative approach promises higher revenues and a more sustainable model for content creators and broadcasters. As the industry adapts, the legacy of FAST will give way to a more efficient and profitable future.
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