Emergence of the new media has created a heck lot of confusion in the internet. I wonder if anybody has a clear idea of how to monetize the content, brand, subscriber reach. Youtube, MySpace, Facebook, Twitter, etc. are strong brands, yet they don’t have proper plan in place for a revenue stream.
Video over internet is much hyped upon these days. Is there a video-over-internet that has made good profit so far? I don’t think so. It certainly requires out-of-the-box thinking to envision a revenue generating business model for next generation video.
What are the monetizing challenges for emerging media service providers? Let’s first understand the players who depend on the service – content providers, consumers, and advertisers. These three players are the only sources of revenue for a service provider. Why, when and how would the players spend money in favor of service providers? Anybody who solves this problem will be a millionaire overnight. I don’t claim to have solved the problem. Nevertheless, here are my thoughts -
Content ProvidersContent Providers would spend to host their content if
1. $x spent on hosting the content gets them $mx in return where m > 1, and $mx + $ny > $y, where $y is the revenue the content providers would earn had they not to hosted the content, and n is the cannibalization factor and n < 1. An example of cannibalization effect - internet release of a popular movie may eat up its DVD revenue.
2. $x spent on hosting the content on internet would save $y in operation expenses, where $y > $x. For example, products that rely on do-it-yourself (DIY) may reduce the cost incurred by customer support calls if they host video on how to do-it-yourself. In this case, the product manufacturers themselves are content providers.
3. Making the content easily available to public provides unique intangible value to the content provider. Many non-profit organizations, government agencies, and institutions fall under this segment.
4. Hosting content increases their brand recognition.
ConsumersThe big question here is why would the consumers spend for watching video over internet if they can get them for free through other channels (Youtube, probably). Any consumer would be willing to spend if he/she gets a unique value for the service. To create a unique value, the service provider must target a niche market, and host selected pieces of content that are highly valued by the targeted segment. Examples of niche market: Boxing sport fans wanting to watch professional bouts, immigrant population wanting to watch select television/movie channels of their country of origin, deeply religious boomers wanting to watch select programs of the church or religious institution they go to, and so on.
Consumers of niche market are usually diehard fans of the activities they are involved with. Such consumers would be ready to spend extra bucks for the value they get from the service. Without a niche market and with no content available to satisfy the needs of the niche market, it’s hard to make money.
A service provider can provide two types of offerings to the consumers –
1. Pay as you watch – Electronic Sell Through (EST) and Pay Per View (PPV) are the options. However, the price should be low enough to provoke impulsive buying. Service provider must be smart enough to grab consumer’s interest over a long period of time. One way of achieving this is – do not host all the content all at once. Instead, slate the release in regular intervals – may be weekly. In other words, there should be an ongoing release process with new content in the pipeline.
2. Subscription – Subscription guarantees steady cash flow. Service Providers love it. It enables consumer loyalty. On the flip side, it may have lower returns compared to ‘pay as you watch’.
AdvertisersMost of the current video sites depend on advertisement based revenue model. This model has been highly successful with the analog media industry. Why isn’t it working with the new technology? One answer is “fragmentation.” Youtube, for example, has so much content, and so many viewers.
How to target advertisements? Should the target be based on the viewing behavior of the consumers or the content type? What’s the Cost of 1000 impressions (CPM) and what value are advertisers going to get? CPM for most of the current video sites are too high compared to the value the advertisements generate. If any content service provider can reverse the equation, then we have an advertisement based business model that can yield positive cash flow.