But now the game is changing again. Streamers like Netflix and Disney+ are rolling out ad-supported tiers this year on the very same content they promised would live on an ad-free environment. And it won’t be long before some of that same “exclusive” content will be licensed to other platforms or broadcasters.
Nothing underhanded is going on. The times are changing, and businesses must adapt. Consumers want lower-cost options. Streamers want better profit margins. Marketers want to reach audiences on these platforms. New twists on older models only make sense. Does it really maximize value for Netflix to have every season ofwould be a great future addition to a network or cable lineup?
Streaming economics are reshaping the creative process and the overall ecosystem of Hollywood. There are new opportunities for creators — and more room for an expanded universe of stories to connect with far-flung audiences. But some important things have been lost along the way — including clear, consistent and transparent performance metrics that can help measure success.
For the creative community, what’s needed boils down to accurately measuring how well an individual show or film is doing against others — and an increased level of compensation for those creating outsize value. Forging a deeper connection across storytelling, performance and compensation should yield long-term benefits for everyone involved, including the audiences we do this all for. We all want to see the culture-defining films of the future that will be born on streaming.
Why? They’re producers now.