The landscape of content creation is constantly shifting. With the proliferation of various platforms catering to different demographics and preferences, creators are faced with a new challenge: how to effectively deliver content across multiple platforms while ensuring sustainable monetisation.
At the recently concluded OTT Streaming Platforms And Content Management Summit, which took place on 27 – 28 Feb 2024 in Cape Town, South Africa, Sumit Suri, Co-founder and CIO of U-TO (India), highlighted that relying on a single platform for content distribution is no longer a viable strategy.
According to Suri, traditionally, content creators relied on single platforms to reach their target audience. However, this approach is fraught with risks, as platforms can change their algorithm policies or even cease to exist altogether, leaving creators without a reliable means of reaching their audience. Moreover, relying on a single platform for monetisation puts creators at the mercy of that platform’s revenue-sharing model, which may not always be favourable.
He further highlighted that entering multi-platform content delivery is a strategy that involves distributing content across multiple platforms simultaneously. By diversifying their distribution channels, content creators can mitigate the risks associated with relying on a single platform.
“The true potential of multi-platform content delivery lies in content aggregation—the seamless integration of content from various sources into a unified experience. By aggregating content across platforms, creators can reach a wider audience while simplifying user content discovery,” Suri said.
To watch Sumit Suri’s responses, please click/tap on the link here.
