OTT & VOD distributors look for new monetization content models

During the first day of the Nextv Series Argentina event, the leading conference that took place on May 14th and 15th at the Intercontinental Hotel in Buenos Aires, organized by Dataxis, the panel ‘New VOD & OTT distribution models for TV and cinema productions’ was developed with Paula Castellanos (Toolbox), Victor Tevah (Go! Live your way), Rocío Carbajo (UN3 TV) and Fernando Sokolowicz (Aleph Media). The main topics debated were the development of models to monetize content, the incorporation of information and technology in the industry and the need to know the user so that they can access the content they want.

The first topic debated was focused on the need to develop a content monetization model. This way, Víctor Tevah, independent producer and showrunner of the series ‘Go! Live your way’, said that its production is a Netflix child-youth project. In addition, Fernando Sokolowicz, CEO of Aleph Media, said the company is developing five projects and is working on another business unit to build small stories and monetize them. “We think that in 2020 or 2021 our income abroad will be 70 to 80%’, he said.

‘We have produced 120 series, focused on fiction and humor. The age range is from 18 to 35 years’, said Rocío Carbajo, General Coordinator of UN3 TV. ‘It was a challenge, and then we started to receive calls from companies and at the same time we sell our content’, he said. In addition, she indicated that there is a great synergy between the industry evolution and the incorporation of technology, and expressed that new options are being considered, such as producing content for other regions. Carbajo also emphasized on the development of a ‘flexible’ monetization model and Paula Castellanos, General Manager of Toolbox, said that monetization should be ‘based on each project’s strategy’, and insisted on the need to know clients and generate content based on obtaining information’. Each platform owner must define what their monetization strategy is. In recent times we have seen combined strategies. There are transactional offers for once or a time that are being applied, and we have to be permeable to them’, she added. When asked about how Argentine industry is working today, she said that ‘as technology providers we see that there are opportunities. You may have to review existing agreements or modalities, but there is a possible future’, she said.

Finally, Carbajo said that it is necessary to start thinking about revenue share models and changes in content consumption ways, so that customers can watch the content they want. In coincidence with this proposal, Castellanos said that revenue sharing model ‘can work well’, and, through the use of technology, ‘we can know how clients react’.