Insights: Strategic priorities in media archive monetisation
Chapter 3.
Emerging monetisation models for the AI era
The commercial landscape for media content is evolving rapidly, with traditional models being supplemented or replaced by AI-enabled approaches. Our survey shows diverse perspectives on which monetisation models hold the most promise, reflecting the experimental nature of this transformation.
Stephen Thomas describes their IP-focused approach: "Our approach centres on intellectual property solutions rather than simple content delivery. We've structured our rights around specific user behaviours – human reading, machine reading, summarisation and sharing – combined with agreed business purposes for AI outputs. This framework allows us to maximise customer value while protecting our core journalistic assets."
The demand for API-based access is growing as organisations build their own AI tools. Thomas explains, "We're seeing growing demand for API-based content redistribution as organisations build their own AI tools. Large companies want to maintain their own view of information, combining our content with their proprietary data – whether that's client information, portfolio data, or internal analytics."
For broadcast media, the landscape is equally dynamic. Meropi Kylika shares their multi-faceted strategy: "While news and sports have traditionally anchored pay TV services, we're witnessing a fundamental shift in consumption patterns. This evolution has led us to develop a three-pronged strategy: direct-to-consumer products, B2B partnerships, and expanded reach through AVOD platforms."
Timing these transitions presents a significant challenge. Kylika notes: "The key challenge is timing our transition to newer platforms. For instance, FAST (Free Ad-Supported Television) channels have shown particular promise for news content, but they require different monetisation approaches. The challenge lies in determining when to transition from legacy revenue models to newer platforms, even if they might not initially provide the same returns."
McKinley Muir Hyden highlights how specific formats can drive new revenue: "The ability to experiment with different formats is one of the exciting possibilities AI brings. For instance, we're exploring the creation of bullet-point summaries and 'taxi packs' for busy professionals who need quick access to critical information between meetings. These applications are particularly valuable because they provide our clients with confidence that they're accessing trusted information from a reliable source while maintaining our distinctive voice."
Ayushman Saha emphasises the importance of multiple approaches: "Media organisations should explore multiple avenues for monetisation, including potential collaborations with other organisations and partnerships with media houses where they can combine their respective archives to create entirely new products. There are also opportunities for relationships with companies and different suppliers who might benefit from historical context and insights."
The key to success lies in media organisations' ability to:
- Structure rights around specific user behaviours and use cases
- Develop API-based content access for enterprise customers
- Create new formats and products from existing content
- Time transitions from legacy models to emerging platforms
- Build partnerships that leverage combined archive strengths
Our survey reflects this diversity of approaches, with content licensing, subscription services, and comprehensive multi-channel strategies all identified as promising models. This variety suggests that monetisation success will not follow a single pattern but will depend on each organisation's unique content assets, audience relationships, and technical capabilities.
Key Insights Recap
The commercial landscape for media content is evolving rapidly, with organisations exploring diverse approaches including content licensing, subscription services, and API-based distribution. Success depends on structuring rights around specific user behaviours while protecting core journalistic assets.
Quick Action Guide
Key Insights Recap
The commercial landscape for media content is evolving rapidly, with organisations exploring diverse approaches including content licensing, subscription services, and API-based distribution. Success depends on structuring rights around specific user behaviours while protecting core journalistic assets.
Quick Action Guide
Connect with us and let's shape the media's future together.
Globant is a digitally native company that helps organizations reinvent themselves and unleash their potential. They bring innovation, design and engineering together at scale to create impactful solutions. Globant specializes in digital strategy, design, and development, leveraging cutting-edge technologies and trends. With their agile pods methodology and commitment to innovation, Globant is a trusted partner for top brands looking to lead their industries in the digital landscape. They create digital transformations using disruptive technologies like AI, blockchain, and cloud computing. Major clients include Google, EA, and Disney. Globant bridges the gap between design and engineering to develop innovative software products. Overall, Globant helps global organizations reinvent themselves digitally.
Globant-UK@globant.com