A fascinating evolution – the next stages of content licensing

The next stages of content licensing are likely to be shaped by a number of factors, including technological advancements, changing consumer behavior, and the evolving needs of creators and distributors.

Here are some potential trends and developments that could influence the evolution of content licensing.

Personalisation and customisation

With the rise of streaming services, consumers are familiar with and increasingly looking for personalised content recommendations. 

Content licensing will need to adapt to accommodate deeper personalisation, allowing for more granular control over the distribution and monetisation of content, particularly video and audio content. As for the wider news and information markets, information overload is a major hurdle for media consumers, but news personalisation offers a lifeline.

“It helps them cut through the clutter and focus on what truly matters – timely, relevant news. This curated experience fosters loyalty, benefiting both readers and publishers,” says Stephen Conmy, editorial director with Contenseo.

AI-powered content discovery

Artificial intelligence (AI) can help identify patterns in consumer behavior, preferences, reading, listening, and viewing habits. This could lead to more targeted content licensing agreements, where content creators and distributors can better understand what audiences want and tailor their content accordingly.

“For brands that license content, the future rests on building meaningful relationships with engaged audiences and licensing authentic, high-quality content,” says Conmy.

Dynamic content licensing

As streaming and podcasting services continue to grow, there may be a greater emphasis on dynamic content licensing, where content is licensed on a per-title or per-episode basis, rather than as part of a larger package.“Contenseo has dynamic licensing in its DNA,” says Conmy. “This next generation of content licensing offers dynamic and affordable licencing with a few clicks of a mouse. It also gives smaller publishers and less-well-known creators to make their work available at an international level.”

Globalisation and localisation

As global streaming services expand, content licensing will need to accommodate diverse cultural and linguistic requirements. This will involve more localised content creation, dubbing, and subtitling.

“In today’s interconnected world, copyright holders and creators must expand their reach beyond borders. Content localisation bridges the gap, ensuring your content resonates with global audiences across languages and cultures,” says Conmy.

Blockchain and decentralised content licensing

Blockchain technology can disrupt the traditional content licensing model by enabling decentralised, secure, and transparent transactions. This will lead to new business models and revenue streams for content creators and distributors.

More emphasis on data-driven decision-making

As data analytics become more sophisticated, content licensing decisions may be driven more by data-driven insights rather than intuition or traditional industry practices.

New business models and revenue streams

The rise of streaming services has created new opportunities for content creators and distributors to experiment with innovative business models, such as subscription-based services, ad-supported models, or transactional VOD.

Global content collaborations

The creation of more international co-productions and collaborations may lead to more complex content licensing agreements, requiring greater flexibility and adaptability from all parties involved.

“This is where a system like Contenseo can play a vital role,” says Conmy. “Contenseo connects the copyright holder with the licensee (buyer) and facilitates swift and secure, dynamic licensing agreements. It’s how content licensing should be, more transactional and less time-consuming.”