In this episode of Inside Content, I sat down with Julie Mitchelmore, VP of Product and Commercial Partnerships at Hearst Networks EMEA, to discuss how the business is adapting its distribution strategy across linear, FAST, AVOD, SVOD and platform partnerships.
Julie explained that Hearst takes a different approach to distribution depending on the audience, rights, costs and commercial opportunities. Free and paid services can also work together, with free content helping audiences discover a brand before subscribing.
Beyond choosing where to distribute content, ensuring audiences can find it is equally important. As viewers increasingly rely on search, recommendations and connected TV homepages rather than traditional EPGs, Julie highlighted the importance of working with partners on content placement, imagery, metadata and marketing to improve visibility.
FAST was another major area of discussion. Hearst has focused largely on genre-led channels rather than single-IP propositions, with Julie arguing that genre channels offer greater longevity because the programming can be refreshed over time. While viewing continues to grow, monetisation remains a challenge, and Hearst is exploring different approaches including revenue share, backfill and inventory-share models.
Looking ahead, Hearst is continuing to test new markets and partnerships, including opportunities in MENA, while tailoring its approach territory by territory. Julie also emphasised the importance of localisation, telco partnerships and staying close to changing audience behaviour as platforms and viewing habits continue to evolve.
Key Topics:
- Choosing between FAST, AVOD, SVOD and linear distribution
- Balancing reach, monetisation and content discovery
- Why genre-led FAST channels can offer greater longevity
- FAST monetisation and inventory models
- Localising content and products market by market
- The role of telcos and bundles
- Growth opportunities across Europe and MENA
- Staying relevant as viewing behaviour continues to change
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