Scenario
A fan sees a clip of a newly released series just launched on a streaming platform shared by a friend. We explore how their decision to subscribe and keep the service is underpinned by Rights and Royalties.
Rights and Royalties is the strategic foundation of a content organisation and a key enabler of engaging fan experiences
Mapping fan experiences to an organisation's Rights and Royalties capabilities
Rights and Royalties is the strategic foundation of a content organisation and a key enabler of engaging fan experiences
Awareness
Doing
Discover the platform via social, influencer recommendations, or friends/communities.
Thinking & Feeling
“My friend re-posted a trailer of a piece of content recently commissioned, let me see where i can view it!”
Rights and Royalties decisions
- What rights can we leverage to advertise and market our content and platform?
- Do we have rights to distribute trailers?
- What are our digital clip rights?
- Do we have the rights to our own Brand assets for marketing and advertising?
Key capabilities
- Rights Availability Insights
- Content Acquisition
- Rights Registration
- Contracts Management
Consideration & Conversion
Doing
Compare the platform across other competitors, against price, content and user experience, in a purchasing decision.
Thinking & Feeling
“I think this new platform could be a great choice for me to subscribe to. I am loving the variety of shows I am seeing across TV, Film, Games, Podcasts, Music as compared to other services – There's so much here to explore!”
Rights and Royalties decisions
- Which rights that will differentiate us from our competitors and how do we obtain this? (e.g. acquisitions, consolidation, partnerships, licensing, production)?
- Have we exploited the rights we own or do we need to fill the gap to meet user needs, and global trends?
- Which products and categories will be most profitable and popular?
- Where should we licence versus create content?
Key capabilities
- Rights Data and Insights
- Content Acquisition
- Content Creation
- Product Development
- Product and Ad strategy
- Content Monetization
Engagement
Doing
Search for and discover content from a diverse catalogue, explore product features and watch my chosen content in a channel and format that is convenient for me.
Thinking & Feeling
“There is so much here - I am exploring all the options I have.”
“When I am on the go, I can seamlessly use the platform on my phone and tablet”
“I'm not sure how I feel about ads... Do I prefer a free service with ads, or a paid, undisrupted experience?”
Rights and Royalties decisions
- What content is available and how can we exploit our use of it?
- What blend of content (editorial, creator vs. branded content) do we want?
- What geographical rights do we have to distribute this content?
- What content can be translated/dubbed?
- What contracts do we have in place?
- What channels and formats can we deliver this content in?
Key capabilities
- Content Management
- Content Discovery
- Advert Monetisation
- Monetisation Billing/Payments
Retention
Doing
Continue to discover more content that delights me. Continue subscribing.
Thinking & Feeling
“I am absolutely hooked on this show and I cant wait until season 2 is released!”
“I am glad that there are more Home shows on this platform, seems they know I love this genre!”
Rights and Royalties decisions
- Which rights do we need to retain customers?
- How should we analyse our performance data against your rights data?
- What is driving highest engagement?
- How do we react, test and learn from our usage data?
- Can we feed this back into our agile development process?
- What content do we no longer require?
- What serialisation rights do we have?
Key capabilities
- User Management
- Content and Advert Monetisation, Analysis and Tracking
Advocacy
Doing
Follow and engage with content on other platforms, connect with communities and become a superfan.
Thinking & Feeling
“Its great to watch Behind The Scenes content, and Cast Interviews on social after watching the show - I wonder what other shows the cast are working on next…”
“I’m obsessed with my new themed t-shirt”
Rights and Royalties decisions
- Which content should we buy or license more of based on consumption patterns?
- How have we managed our Clip rights to share short form content on social?
- How do we measure and quantify the impact and benefit of our product and content strategies?
- What franchise and merchandising rights do we have?
- How do we expand our content further?
Key capabilities
- Data and Insights
- Content and Advert Monetisation, Analysis and Tracking
Are your digital product and marketing teams working hand in hand with rights operations to deliver engaging and relevant fan experiences?
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