Article: Deploying a Hybrid Monetization Strategy: Simplicity, Agility and Visibility in Content Management
- An article by Wissam Sabbagh, Founder & CEO, Mangomolo.
Flexibility and adaptability are essential for monetizing video content in new markets and in new ways. No one monetisation model will serve all audiences or support the monetization of every type of content. This means providers have to be ready to shape their offerings to meet audience expectations and capture new revenue. Otherwise, they will miss growth opportunities while turning off audiences.
The danger is that a monetization model is not aligned with consumer expectations. Subscription models that work in developed and affluent markets might alienate audiences in lower-income markets where advertising-based monetization is a better fit. Similarly, high-value content like a new Hollywood release can be monetized via a one-off rental or purchase, while a terrestrial TV show is better suited to the Fast As-Supported Streaming Television (FAST) model or simply an AVOD model.