Digital Video Companies to Watch -- BDMI Media Summit 2015

[This article was originally posted in VideoInk.]

Earlier this week, I joined the VideoInk team in NYC for the Bertelsmann Media Summit 2015, a showcase for promising digital media-focused companies organized by German media-backed venture capital firm Bertelsman Digital Media Investments (BDMI).  BDMI has invested in a powerful portfolio of leading digital video companies – most of which were featured here, together with a few other select companies with which they are, in the words of Managing Director Urs Cete, “friendly” (translation -- he hopes to invest).

BDMI is no stranger to success in the digital video game.  Two of its portfolio video companies – StyleHaul and Drama Fever – reaped big headlines and investor returns (and those were only 2 of BDMI’s 10 exits last year).  Impressive.  Given this kind of digital video focus and success, it’s good to know who BDMI believes is worthy of their time and money (note: BDMI’s venture fund invests $500K-$4 million; its seed fund invests $50K-$250K). 

Here’s my round-up of yesterday’s video-focused presenting companies:

JUKIN MEDIA

First up – L.A.-based Jukin’ Media -- which, as I recently wrote, is top of mind of most who closely follow the digital video landscape (including many large strategics). The company is, in a word, “hot” – and for good reason.  Authentic and passionate Founder/CEO Jonathan Skogmo bills Jukin’ as being the world’s #1 viral video media company.  And, who can dispute that with 1.5 billion monthly views off a library of 18,000 UGC-powered videos (each of which Jukin’ acquired and owns outright)?

Jukin’s video library is at the center of its stellar monetization universe: (1) clip licensing (think Getty Images for viral videos); (2) digital syndication (monetizing trending clips for both traditional TV partners like Comedy Central and digital partners like Yahoo!); and (3) original programming (such as its successful FailArmy show that has spawned multiple global renditions and lucrative licensing opportunities). 

Jukin’ also has a more conventional “MCN-ian” side to it – streaming its own brands that drive 250 million monthly views (which, Skogmo explains, gives Jukin’ a way to test video success first on digital and then optimize for upstreamed traditional platforms).  But, while others frequently include Jukin’ in MCN round-ups, Jonathan calls his unique multi-pronged revenue model “MCNX” – as in, an MCN on steroids.  Well played, Jonathan, well played.

MITU

Founder & CEO Roy Burstin took center stage to showcase his Latino-focused digital-first video company, LA-based Mitu, that deserves to be featured on that center stage.  Burstin, like Skogmo, distances himself from the traditional “MCN” label, calling Mitu “a media brand powered by technology and fueled by Latinos.”  He emphasized the “underleveraged” global Latino market for media and bemoaned the lack of culturally relevant content for a demographic he calls “super consumers.”  That is Mitu’s focus and vast opportunity – and the company drives the largest community of Latino video creators in the world (3,600). 

Burstin says Mitu’s “secret salsa” (many chuckled as he said it) is its technology – a depth of intelligence that enables creators to reach the right audience with the right content and across the right distribution platforms.  He explained that Mitu produces content natively -- meaning that a creator’s video “story” may be told in 7 seconds on Vine, 90 seconds on YouTube, and longer on other upstreamed platforms. 

Intriguing.  And, like Jukin’, another one to closely watch.  Mitu is one of BDMI’s “friends” – not yet part of its investment family.  Not yet ….

THIRTY LABS

Video incubator Thirty Labs – co-founded by an all-star cast that includes serial media and tech innovator Fred Seibert (who runs leading animation-focused MCN Frederator) – was a decidedly different animal amongst presenting companies.  But, BDMI is an investor – and membership has its privileges.  Thirty Labs’ mission is to find great nascent video-first companies, grow them (fast!), and nurture them with multiple layers of support – strategy, core tech, and capital (of course).  Efficiencies and acceleration are key value propositions here. 

Co-Founder Yoel Flohr showcased several of its portfolio companies, including Tuubi (a native video network for mobile games), Melt (a mobile video creation and sharing network which enables users to create 10-second silent films inspired by a daily prompt), FastCap (which, as the name implies, is focused on capturing videos in the moment), and Crumbles (a messaging app via which users can instantaneously create auto-generated videos from a clip library – seemingly a la Whipclip -- as well as a user’s own clips).

IRIS.TV

CEO Field Garthwaite presented IRIS.TV -- what he calls the “Pandora for video publishers,” programmatically delivering a continuous stream of “the right content to the right person at the right time.”  IRIS is all about deepening engagement and retention (he cited one major customer for which video views increased 54% and customer retention climbed 70%).  IRIS’s can help to maximize the value of a publisher’s video archive.

EPOXY

In a digital/online video world that is inherently multi-platform and social in nature, CEO Juan Bruce explained, Epoxy gives video creators the tools they need to develop, syndicate, and monetize their videos and effectively engage their audience.  That general vision attracted capital from the likes of Time Warner and Greycroft in addition to BDMI.

VHX

CEO Jamie Wilkinson introduced VHX’s direct distribution platform for film, TV and other content (such as workout videos) that previously lived primarily in a DVD world.  He calls VHK a “Wordpress for OTT” – offering a full turn-key solution for video creators, enabling direct-to-fan distribution and direct sales from their own (generating $6+ million to date for creators).  Comedy Central is one major media partner that recently used VHX to launch its own digital comedy hub.  VHX isn’t stopping there -- it operates its own OTT streaming service.  

VICTORIOUS

Victorious is another LA-based company that is on a mission to give mobile video creators robust tools to build superfan-fueled communities around their content.  CEO Sam Rogoway explained the opportunity to fuel deeper engagement via direct fan-to-fan video creation and real-time interaction.  That fan (hyper)active activity leads to a continuous stream of fresh curated content for a “celebrity” video creator (like client Ryan Higa) or even a traditional brand (like a weekly television show).  With more to see, there is more of you to remember.

The company, which officially launched 2 months ago, has launched 10 creator-focused apps to date – and plans to hit 100 by year-end.  Will be interesting to watch those engagement numbers closely.  

All in all – strong class of digital-first video innovators – and strong event (with many of the “usual suspects” observing in the room).

MCN Wars - Who's Next In M&A? (Got It Right With CDS)

Last week's acquisition (of a controlling interest) by German media company ProSieben of leading MCN Collective Digital Studio -- one of 5 MCNs I predicted as being "ripe" for acquisition 6 months back -- woke up the MCN M&A game that had been somewhat quiet for the first six months (after a frenetic pace last year).  So, is this deal a "wake up call" for media companies to move on the remaining independent MCNs with scale?

Signs point to "yes."  As I recently wrote in a lengthy analysis of 2015's top digital media deals and trends to date this year, those leading MCNs "are ripe for M&A down the road -- a road that likely just got shorter [last week] because one of their independent brethren (Collective Digital Studio) has just been taken off the table ...."  Other industry insiders agree, including execs from major media companies with whom I have spoken.  And, several followers/influencers within the industry underscore this point even more emphatically.  Sahil Patel of Digiday -- who covers the space very closely -- writes, "If you're a major media company and you're interested in buying a YouTube network, you better hurry up."

And, even more emphatically, research firm Ampere Analysis concludes: "For those players without a stake in the MCN game, sand is rapidly running through the hourglass ... Many media companies are playing a waiting game: the million dollar question now is when to stop waiting and start acting."  Ampere pegs the top 100 MCNs as having a collective value of an eye-popping near-$10 billion (yes, BILLION!) -- and further concludes that 22 MCNs each justify an acquisition price of "at least $100 million" based on previous M&A comps in the space.

I don't know about that (since Ampere's "treat-all-MCNs-the-same" analysis is rather one-dimensional and apparently doesn't consider other relevant valuation factors, including strategic "fit," specific consumer vertical focus, each MCN's focus on and -- amount of -- licensable original programming, and quality of distribution partners, among others).  But, I certainly do believe that MCN M&A will actively continue in the next several months (NOTE: remember, most majors call themselves MPNs now, as in "multi-platform network").  I call this Phase 2 of expected MCN M&A activity -- which ProSieben/Collective Digital Studio (CDS) sparked last week.

HERE ARE MY PREDICTIONS OF WHO COULD BE NEXT (and for those keeping score, in addition to correctly identifying CDS, I had earlier correctly anticipated M&A for Crunchyroll, Fullscreen and StyleHaul):

(1) TASTEMADE -- the leading food and travel MCN (which counts Scripps, Liberty Media, and Comcast as strategic investors, is known and respected for its original programming and brand, and has secured big wins on the distribution side with Apple and Facebook, among others); here is my exclusive interview of CEO Larry Fitzgibbon from last August;

(2) MACHINIMA -- one of the major MCNs that started it all several years back, is gamer/young male-focus, and still has massive scale (and counts Warner Bros. as a strategic investor);

(3) WHISTLE SPORTS -- the leading sports-focused MCN (which counts BSKYB and Liberty Global as strategic investors, has compelling deals with several major sports leagues -- including the NFL -- and features content that "travels well" internationally); here is my exclusive Q&A with CEO John West (note: Whistle is a client of Manatt Digital Media);

(4) MITU NETWORK -- the leading Latino-focused MCN (which counts AMC Networks as a strategic investor);

(5) DANCEON -- the leading dance/music-focused MCN (which features significant original programming that is ripe for upstream licensing to traditional platforms, and which also counts AMC Networks as a strategic investor); here is my exclusive profile about this MCN (note: Manatt Venture Fund is an investor and DanceOn is a client of Manatt Digital Media);

(6) FREDERATOR -- an animation-focused MCN that is somewhat "under the radar" (similar to Collective Digital Studio prior to its acquisition), and which is lead by media industry pioneer Fred Seibert who helped launch MTV and VH-1 and also served as President of animation legend Hanna-Barbera; in other words, his relationships and partnerships with the creative world are legend; and

(7) OMNIA MEDIA -- another digital-first media company that also is very much "under the radar" and is rumored to be in active discussions on the M&A front right now.

And, these are just some of the leading U.S.-based MCNs.  Remember, it's a big world out there -- with several other major MCNs, including German-based Mediakraft.  Many hungry major international media companies exist (cases in point: ProSieben/CDS and RTL Group/StyleHaul).

BONUS PICKS -- JUKIN' MEDIA -- not really an MCN, but also generally in the short-form digital-first space (and with a unique value proposition and multi-faceted business mode -- and also with a strategic media investor -- Bertelsmann Digital Media Investments).  Here is my profile of this very "hot" company about which many are talking.  It wouldn't surprise me if Jukin' were swallowed up first.  I also like WOVEN, which is a bit like a "less angry" Vice -- and is another company that I previously profiled.

What's the common denominator here?  Virtually all of them count major media companies as strategic investors.  And, as we just saw with ProSieben (which previously already held a 20% stake in CDS), strategic investment frequently leads to outright M&A.  Strategics frequently like to "try" before they "buy."  And, in the prescient words of Yoda (a character now owned by Disney and which, in turn, transformed the MCN M&A world and playbook with its near $1 billion purchase of Maker Studios early last year), "buy, they will!"

Let's start counting them down ....