Content is King
Content owners with highly monetisable assets will emerge as clear winners amid rising competition and changing consumer tastes
Chief Investment Office30 Jun 2022
  • Content streaming platforms have revolutionised the way we consume content
  • Copyrights ownership is the way to monetise music content with global value currently at USD32.5b
  • Short videos, gaming, and online fitness provides the music industry with additional revenue
  • Advertising-based video on demand will be the future of online streaming
  • The race is on to acquire gaming content with 3b gamers worldwide
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Photo credit: AFP and iStock Photo
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Why content is king. The term “Content is King” was first coined by Bill Gates in an essay published on the Microsoft website in January 1996. Back in the day, Gates opined that “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting”. His words proved prescient.

Ask yourself: What is the most frequent thing you do on your smartphone these days? It is no longer about talking to someone on the line. Instead, it is about content consumption. An average person spends about 6.5 hours online each day simply consuming content, be it videos, social media, video games, or podcasts. The list goes on.

As the usage of smartphones becomes an integral part of our everyday lives – with content consumption being the front and centre of it – the implications for businesses are huge. Clearly, content creation and ownership has become the new focal point for companies. Through content ownership, a company can explore new business opportunities and drive monetisation.

The race to create and/or acquire content has gone into overdrive and this spans across different industries, from movie and music streaming to gaming. The conventional train of thought is that more content translates to more subscribers. This explains why streaming giants like Disney+ or Netflix have gone big on content acquisition to chase after the scarcest resource in the information age – human attention.

Capturing the right opportunities in the content world would therefore require one to have a clear understanding on the interplay between content ownership or distributorship and the respective monetisation models.

With content being the nerve centre that powers social media and streaming platforms today, in this series of CIO Vantage Point, we look at how the following industries navigate the new normal and execute their content strategy to drive monetisation.

  • Music
  • Video
  • Gaming

 

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