THE CHANGING FACE OF CONTENT ACQUISITION IN MEDIA AND ENTERTAINMENT - KIDS’ CONTENT

Client is one of India's a pioneer in providing wholesome entertainment for children of all ages. A mixture of animation and DIY content makes the client business the go-to destination.

The Problem Statement:

The continued rise of over-the-top (OTT) media services creates a challenging landscape for kids’ content teams. Kids’ Content Acquisition – the purchase of content to distribute to audiences – has always been a delicate balance of weighing costs against audience desires.
Here, the client was facing a decline in its kids' content-watching target audiences. The primary intent of the study was focused on:

To identify already existing and potential kid’s content providers across all media and entertainment platforms who are offering their content at optimal prices and those who are willing to
To determine competitors who are already using the content acquisition strategy to attract more audiences and are experiencing positive sales numbers.
To comprehend content evaluation, which is the apparent answer to the challenges of content acquisition, and what are the optimal price points for their different services?

Our Research Approach:

Novus devised a comprehensive acquisition framework in order to gain a better understanding of the content acquisition required to achieve optimal pricing strategies with content evaluation under kids' content media and entertainment platforms.
Under the framework, our acquisition and evaluation experts conducted a few virtual collaborations as well as in-person IDIs among key existing and potential content providers and competitors, who are already in the kids' content rights provider business across all media and entertainment platforms, to extract the below-mentioned information:

High demand kid’s shows
Optimal contract tenure (can be for a year, or 3 years)
Which all platforms can our client broadcast the content

Researchers performed radical exploration using a blended research framework from paid and non-paid sources to map out material for the desired purpose by accessing press releases, white papers, corporate annual reports, and other sources.

Key Takeaways of the Research:

The client was able to identify potential players as well as their specific needs for better content at an optimal price with the help of deep insights.
The client obtained detailed insights into key market players’ feedback about their contents’ cost, success ratio, broadcasting rights, etc.
Within the span of a few months, the client was able to acquire and broadcast many different kids’ shows over its channel/platform which helped them increase their market size and share expectations by double.

THE CHANGING FACE OF CONTENT ACQUISITION IN MEDIA AND ENTERTAINMENT - KIDS’ CONTENT

The Problem Statement:

Our Research Approach:

Key Takeaways of the Research:

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