On this episode of Inside Content, I sat down with Amanda Stevens, SVP of Global Content Partnerships at All3Media International, for a deep dive into the evolving digital strategy of one of the world’s most dynamic content distributors.
Amanda unpacked her role within strategic development, where her team focuses on maximising revenue across AVOD, FAST channels, SVOD, and transactional VOD. All3Media International, the distribution arm of All3Media Group, is responsible for 10 self-managed FAST channels and numerous others operated through partners like Cineverse and Pluto.
One of the standout moments was Amanda discussing the continued growth of their flagship FAST channel, Midsomer Murders, which saw a 40% year-on-year increase in minutes streamed. Other successful channels include Gardening with Monty Don, Four in a Bed, Fifth Gear, and the recently launched Demand Drama, showcasing premium UK drama content.
We explored the ongoing debate between single IP versus mixed genre channels. Amanda noted that while single IP channels benefit from brand recognition and legacy visibility, mixed genre channels require more effort in brand building but can offer more diverse programming. “We’re looking at it more like building brands, not just channels,” she shared, referencing efforts like expanding So Real and Inside Outside across FAST, AVOD, and YouTube.
Discoverability remains a critical challenge in the crowded FAST space. Amanda emphasised the importance of scheduling strategies, strong promotional assets, and developing relationships with platforms to secure valuable editorial spots. “It’s about constantly pitching for those promotions and maximising every opportunity,” she explained.
On the AVOD front, Amanda described it as more of a numbers game compared to the curated approach they take with FAST. Relevance to the market, frequent content refreshes, and library depth are key to AVOD success, especially as platforms increasingly request AVOD content alongside FAST offerings.
Amanda also touched on the company’s cautious approach to app development, favouring partnerships over building proprietary apps, and highlighted YouTube as an important extension of their digital brand strategy.
Looking ahead, she’s particularly excited about Demand Drama and expanding their AVOD and SVOD publishing efforts. Despite the economic headwinds, Amanda is optimistic about growing viewership and monetization across All3Media’s 35,000-hour content library.
Key Topics Discussed:
● Growth and strategy behind All3Media’s FAST channels
● Balancing single IP vs. mixed genre channels
● Discoverability challenges and promotion tactics
● Differences between FAST and AVOD strategies
● Expansion into YouTube and international markets
● Launch and hopes for Demand Drama
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