While most others in the MCN world seek to take down and own individual market verticals (DanceOn for dance, Tastemade for food, Whistle Sports for sports, Stylehaul for fashion), Vessel has no specific focus -- it is broad-based. And, while most other MCNs ultimately hope to build paid subscriptions into their business model, unlike Vessel, they focus first on advertising revenues and branded content. THAT is a fundamental difference. Interestingly, some other leading MCNs (including DanceOn and Tastemade) apparently already have committed to distribute at least some of their content exclusively on Vessel’s platform for 72 hours (a new 3 day “window”). Why would they do this? Several reasons: (1) Vessel will pay them and certain other coveted video creators for such exclusivity; (2) Vessel also will share 60% of relevant subscription revenues on top of that; and (3) Vessel’s subscription focus will accelerate their own paid subscription ambitions. This is significantly different than what has been reported previously on the issue of 72-hour exclusivity.
Essentially, Vessel’s goal is to turn water into wine with a bit of compelling digital-first video content consolidation alchemy -- transforming here-to-date mostly free digital content into paid content. In so doing, Vessel is opening a 72 hour paid window in this digital-first short form video YouTube-ian world, while Netflix and others seek to close them for long-form “traditional” motion picture content.
One window closes. Another one opens. Will opportunity, in the form of meaningful monetization, flow in? Or, will there be nothing but air? Only time will tell, but all digital-first content creators are holding their breath with anticipation for Vessel’s official launch in 2015.
Tidak ada komentar:
Posting Komentar