Sweet Spot

Original content is giving digital platform owners the much-needed differentiation

It is about a couple of years since US-based OTT giant, Netflix, began creating content. Already, 30 per cent of its revenue is coming from its own content. It now intends to spend $50 billion per year on content creation. Original content helps to give the platform owner the much-needed differentiation. “The problem of aggregation is that you are at the mercy of big Hollywood studios that keep asking you to increase the cheques. People with library content have more power,” points out Sameer Pittalwala, Co-founder, Culture Machine, a leading multichannel network (MCN). In India, one of the early pioneers of digital content are MCNs, such as Culture Machine and Ping Digital. They have been aggregating content on platforms such as YouTube and also creating their own original content. MCNs help…

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Business Today (Digital) - 1 Issue, February 28, 2016

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