Battle of the Creators- Driving Content Monetization

Terms of use

Terms of Use

The use of this site and the content contained therein is governed by the Terms of Use. When you use this site you acknowledge that you have read the Terms of Use and that you accept and will be bound by the terms hereof and such terms as may be modified from time to time.

All text, graphics, audio, design and other works on the site are the copyrighted works of nasscom unless otherwise indicated. All rights reserved.
Content on the site is for personal use only and may be downloaded provided the material is kept intact and there is no violation of the copyrights, trademarks, and other proprietary rights. Any alteration of the material or use of the material contained in the site for any other purpose is a violation of the copyright of nasscom and / or its affiliates or associates or of its third-party information providers. This material cannot be copied, reproduced, republished, uploaded, posted, transmitted or distributed in any way for non-personal use without obtaining the prior permission from nasscom.
The nasscom Members login is for the reference of only registered nasscom Member Companies.
nasscom reserves the right to modify the terms of use of any service without any liability. nasscom reserves the right to take all measures necessary to prevent access to any service or termination of service if the terms of use are not complied with or are contravened or there is any violation of copyright, trademark or other proprietary right.
From time to time nasscom may supplement these terms of use with additional terms pertaining to specific content (additional terms). Such additional terms are hereby incorporated by reference into these Terms of Use.

Disclaimer

The Company information provided on the nasscom web site is as per data collected by companies. nasscom is not liable on the authenticity of such data.
nasscom has exercised due diligence in checking the correctness and authenticity of the information contained in the site, but nasscom or any of its affiliates or associates or employees shall not be in any way responsible for any loss or damage that may arise to any person from any inadvertent error in the information contained in this site. The information from or through this site is provided "as is" and all warranties express or implied of any kind, regarding any matter pertaining to any service or channel, including without limitation the implied warranties of merchantability, fitness for a particular purpose, and non-infringement are disclaimed. nasscom and its affiliates and associates shall not be liable, at any time, for any failure of performance, error, omission, interruption, deletion, defect, delay in operation or transmission, computer virus, communications line failure, theft or destruction or unauthorised access to, alteration of, or use of information contained on the site. No representations, warranties or guarantees whatsoever are made as to the accuracy, adequacy, reliability, completeness, suitability or applicability of the information to a particular situation.
nasscom or its affiliates or associates or its employees do not provide any judgments or warranty in respect of the authenticity or correctness of the content of other services or sites to which links are provided. A link to another service or site is not an endorsement of any products or services on such site or the site.
The content provided is for information purposes alone and does not substitute for specific advice whether investment, legal, taxation or otherwise. nasscom disclaims all liability for damages caused by use of content on the site.
All responsibility and liability for any damages caused by downloading of any data is disclaimed.
nasscom reserves the right to modify, suspend / cancel, or discontinue any or all sections, or service at any time without notice.

For any grievances under the Information Technology Act 2000, please get in touch with Grievance Officer, Mr. Anirban Mandal at data-query@nasscom.in.

New

See all

No notification found.

Battle of the Creators- Driving Content Monetization

Yashika Begwani

@reachyashika

February 16, 2020

NTLF Forum 2020

998

The content market is phenomenal and the spectrum huge with audiences embracing everything from a 30 second TikTok video to a 3-hour long feature film. You look around and everyone from a regular individual to a writer or director is a creator. Each equally passionate about driving engagement and seeking better reach. Who will win the content war?

In an engaging session moderated by Anant Rangaswami (Editor, CNBC, Network 18); Megha Tata (MD, Discovery, South Asia), Neeraj Roy(MD, Hungama Entertainment) and Vivek Jain(Strategy Officer, Times Internet) delved deeper into consumption, engagement and monetization within the content industry.

Neeraj Pandey, Founder Hungama Entertainment (Image Courtesy: Yashika Begwani)

How does one drive monetization when the entire world is creating?

Content production is a tricky game. TikTok videos may get viral overnight turning creators into influencers. Stepping into the content business with the expectation of monetization will require patience, consistency and strategy. According to Neeraj, “the move from trial-based or free to subscription based has to be systematic.” He believes in the strategic process that has and shall continue to work for creators. The conversation led me to the following conclusive steps:

Create– This is the primary act. Like Hemingway says, “if you wish to be a writer, all you need to do is sit in front of the typewriter and bleed.” Creators becoming influencers and eventually transforming either their content or content driven brands into business first created consistently. Consistency is key.
Analysis- Creating content for targeted audiences always has an edge over generic content. The careful and close analysis of the consumption by users helps generate data that can lead to better content in future. Technology plays a pivotal role here. Metrics across various mediums or platforms must be analyzed and content tailored accordingly.
Modes of monetization- When 1 and 2 are sorted, and consistency maintained, the drive eventually leads to monetization through paid subscriptions, ads and paid partnerships with influencers or other channels leading to monetization. “Compelling content always has a market. All you need to do is create,” said Anant when probed by one of the audience members.

Neeraj also believes that “the 80/20 rule will work best for the content monetization market wherein 80 % of the revenues shall come from subscriptions while the remaining 20% will come from ad revenues.”

Technology is already driving the content market forward. Netflix subscribers grew to a whopping 167.1 million paying users in the last quarter of 2019 along with over 4.6 million free trial customers. The estimated number of engaged users for the platform is estimated to be 167.1 billion, according to a report by Statista.

Tech Empowered Content

Streaming platforms deserve a special mention in removing barriers of local/global languages and making varied forms of content available for the users. Korean Director Bong Joon Ho winning the Best Picture at the Academy Awards for his social drama ‘Parasite’ stands as a stellar example of audiences consuming content with globally relevant subjects despite the language barrier. Tamilian Director Thiagarajan Kumararaja’s cinematic drama ‘Super Deluxe’ is another such example closer to home which has appealed to audiences despite its local language and context.

“1.8 billion users are consuming non-scripted content out of which almost 80% is regional. 38% of the content consumption comes from South India. Regional Content is playing from the front,” says Megha, who heads the South Asian region for Discovery Channel. The market is opening wide and wider still for creators and barriers of language and reach should be the least of their worries.

Megha Tata, Head, Discovery Channel (South Asia) (Image Courtesy: Yashika Begwani)

What happens plagiarism or piracy of good content (a key worry for many creators)? Neeraj shares an interesting take with a few personal examples from his career. “Piracy should never be a worry. The rule is simple. If content is being pirated, be happy that it’s reaching a wider audience and it is popular. Trust me the dues for the creator will come in some form or another.” His reaction reminded me of a similar question answered by renowned author Jeffrey Archer during his recent India tour. He laughed and shared how a young Indian boy prodded him to buy a book at a signal while he was in his car saying the book was popular among readers and the first copy that he was selling was a readable print being sold for less than half the price of the original. The book in question, ‘Only Time Will Tell’, written by Archer himself and not known to the young boy. The audience laughed when Jeffrey explained the passion with which the boy sold the book to him. Archer happily bought a plagiarized copy of his own book thinking to himself that this only meant a wider reach for ones who may not be able to afford the book- “Well at least they’ll read my words, and that’s good enough”, said the author.

Tech-empowered content is real. Audiences will discover this gradually for better consumption and even wider reach since, “live translations will soon happen in your ears instead of visual subtitles. Content will be served exactly the way you want it”, signed off the panel.

What should a tech-friendly future have in store to ease the job of creators? Tell us in the comments below.

content marketing #NTLF2020 content monetization NASSCOM TLF Technology and Content Content Engagement Hungama TV Discovery Times Internet

Disclaimer

That the contents of third-party articles/blogs published here on the website, and the interpretation of all information in the article/blogs such as data, maps, numbers, opinions etc. displayed in the article/blogs and views or the opinions expressed within the content are solely of the author's; and do not reflect the opinions and beliefs of NASSCOM or its affiliates in any manner. NASSCOM does not take any liability w.r.t. content in any manner and will not be liable in any manner whatsoever for any kind of liability arising out of any act, error or omission. The contents of third-party article/blogs published, are provided solely as convenience; and the presence of these articles/blogs should not, under any circumstances, be considered as an endorsement of the contents by NASSCOM in any manner; and if you chose to access these articles/blogs , you do so at your own risk.

Yashika Begwani

Chief Everything Officer

Yashika Begwani