gets more diversity in their content,” says Gilboa. Kaltura has also seen its client KCP (Korean Content Platform) enjoy a huge increase in traffic by streaming their unique K-Pop content beyond the consumer app to other websites and more popular apps. SYNDICATION CREATIVITY “I think we'll see this super-aggregator and universal syndicator market evolving even further, with interesting initiatives around marketplaces for content,“ believes Gilboa. “In some cases, if you’re a very small broadcaster, the only way to get rich is through universal syndication, taking that OTT content you go direct to consumer with and plugging it into super-aggregators that have more visibility and a bigger consumer base than you.” Super-aggregation can allow for a diversity of business models. Sometimes they are constructed around revenue share or advertising. Such deals might benefit from creative negotiation and savvy handling of content rights. “The more super-aggregators there are, the greater the need to draw unique content into them.” Super-aggregators won’t be limited to telcos and traditional media companies. Kaltura has been working with Indian e-commerce giant Flipkart. The company recently decided to include video as a new offering on its mobile app to increase engagement. Without much up-front investment, they struck deals with different content syndicators and, with Kaltura’s help, made the video accessible to their end users, with interesting linkages between the content and merchandise to increase sales. “This whole world is evolving quickly and it's interesting to see.
You are going to hear a lot of people talking about super- aggregation, and it’s about more than just adding Netflix.”
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