Streaming Services Prioritization: The Journey of Original Programs from Proposal to Approval
In the dynamic world of streaming entertainment, the pitching process for original content is a complex interplay of strategic alignment, data-driven insights, and internal politics. These factors collectively determine whether a project is greenlit.
**Strategic Alignment**
Streaming platforms are increasingly prioritising original content over licensed shows. The strategic need to differentiate and build a unique brand identity is driving this shift, as owning intellectual property enables global distribution, merchandising, and spin-offs without the risk of content disappearing when licensing deals expire.
Pitches must align with the platform's strategic goals, such as targeting underserved audiences, expanding into new genres or regions, or enhancing their portfolio of owned IP. For instance, Netflix's focus on original hits like Stranger Things and Bridgerton reflects this strategic need.
**Data-Driven Insights**
The pitching process is increasingly supported by data and machine learning tools that uncover hidden viewing trends, audience preferences, and underserved niches. Platforms use AI to analyse viewer behaviour and viewing patterns to identify what types of content could perform well.
Content creators pitching ideas often need to present how their project fits current or emerging viewer trends substantiated by data. This might include demonstrating demand in specific demographics, genres, or cultural moments.
**Internal Politics**
Navigating internal politics is another crucial aspect of the pitching process. Decision-making includes multiple stakeholders—content executives, brand strategists, marketing teams, and finance—each with divergent priorities.
Executives champion projects that serve platform branding, while data analysts push for projects backed by analytics. This can lead to tension between creative ambition and business rationale. Platforms may also favour content from trusted creators or studios with a proven track record, reflecting internal relationship dynamics and risk management considerations.
**Successful Pitching**
To successfully pitch original content on streaming platforms, creators must align their content with the platform's strategic imperatives, leverage data insights to demonstrate demand, and navigate internal politics by building relationships with decision-makers and addressing risk concerns through both creative vision and business potential.
Streaming companies' significant investments in originals underline how competitive and strategic the pitching environment has become. Key players use various online tools to find top distributors, content rights-holders, regional content, and co-production partners. Attached A-list talent can significantly increase a project's chances of getting greenlit, as they bring a built-in audience, industry credibility, and often a higher perceived return on investment.
Analytics teams crunch numbers, analyse historical performance, and predict future trends to inform genre selection, talent selection, and overall investment levels. Finance teams scrutinise every line item to ensure a project delivers maximum value for the investment, considering factors like production cost, projected viewership, subscriber impact, and return on investment.
In conclusion, the pitching process for original content on streaming platforms is a challenging yet rewarding journey. By understanding the strategic, data-driven, and political aspects of the process, creators can increase their chances of success in this competitive landscape.
[1] https://variety.com/2021/biz/news/netflix-spending-originals-streaming-competition-1235016723/ [2] https://www.forbes.com/sites/forbestechcouncil/2021/03/18/how-ai-is-transforming-the-streaming-industry/?sh=71388c166b1a [3] https://www.hollywoodreporter.com/business/business-news/streaming-startup-content-trend-emerges-1235003736/ [5] https://www.statista.com/statistics/1112439/worldwide-streaming-video-on-demand-spending/
- The demand for original content in the streaming business is motivated by the need for platforms to differentiate and establish a unique brand identity through owning intellectual property, which allows for global distribution, merchandising, and spin-offs without losing content due to expiring licensing deals.
- Effective pitching in the streaming industry requires aligning content with the platform's strategic goals, utilizing data and machine learning tools to identify hidden viewing trends, and navigating internal politics by building relationships with decision-makers and addressing risk concerns through both creative vision and business potential.
- The success of a pitch in the streaming world is influenced by various factors, including the involvement of A-list talent, data insights, genre selection, talent selection, production costs, projected viewership, subscriber impact, and return on investment, all carefully evaluated by analytics and finance teams.
