Content monetization strategies from DHX Media prove successful

How to monetize YouTube video: DHX Media brings new and legacy series to SVOD

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Day: May 10
Time: 11:25AM - 12:40PM

From kids content to prime-time comedy – DHX Media’s President and COO, Steven DeNure, talks about how the company works across multiple platforms to build audiences nationally and internationally.

Video summary

Steven DeNure from DXH Media explains the success of his content monetization strategies in national and international markets. With divisions in production, licensing, broadcasting, and worldwide sales, DHX took on the digital transformation of media and invested in the subscription video on demand platforms. Among their content monetization strategies are: revaluing existing libraries for SVOD platforms; monetizing YouTube content with their Wildbrain division; creating partnerships with other content producers and broadcasters; and managing consumer product opportunities for brand owners. DHX also make their own content platform-agnostic to be able to take advantage of media digitization and SVOD channels. Successes like Degrassi on Netflix and Teletubbies on their own Family Channel have followed.

Experts in this video

President and Chief Operating Officer, Executive Producer, DHX

Video transcript excerpts

“Kids really are some of the earliest adapters of the technology..”

“For us, this has been a really interesting step into the world of the way that kids are consuming content now, because YouTube is where they are. They’re on YouTube and they’re on Netflix.”

“We’ve spent the last 10 years and for me more than that, having founded Decode, building an international kids’ television business or kids content business that happens to be based in Canada.”

“We believed early on that the digital transformation would ultimately revalue libraries, and that there was content that did not have a place on linear platforms, there simply wasn’t enough shelf space, enough room, as many channels as there are, but that there would be some home for it on demand platforms.”

“Comedy is the other thing that knows no bounds when it comes to these new platforms.”

“I will start with Degrassi which, of course, is hugely well-known. It’s been around, I think, almost 32 years. There’s over 400 episodes produced. We acquired Degrassi Company a few years ago from Linda Schuyler and Stephen Stohn. Linda is the original creator of the series and is still working with us on the show.”

“The remaking of the Teletubbies could have gone horribly wrong. It originally aired in 1997 and it had millions of fans around the world. It turns out there are some people that didn’t like the Teletubbies at all the first time around, and asked ‘Why with 365 episodes we would want to make more?’.”

“We actually went to the BBC and said, ‘We think there’s a way of using new technology.’ In fact, instead of going to a farmer’s field and building… if you can imagine, in England where it rains at least half the time, trying to have these extra large characters outside, impossible production scenario.”

“Then, I just thought I’d put Inspector Gadget up here, another show that has real heritage and legacy.“

“They took a camera and they went and shot a few episodes and put them on YouTube. In a very short time, it had hundreds of thousands of views. It’s very funny, it’s very dry, and for the people who have ever spent any time in the Ontario countryside it’s highly recognizable, so relevant to a lot of people.”

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