On this episode of Inside Content, I am joined by Graham Haigh, EVP, Global Digital Partnerships at ITV Studios. Graham leads ITV Studios’ global Direct to Consumer and digital content strategies, as well as seeking out innovative new business opportunities for its 90,000 hour catalogue of programming, the second largest of its kind in the world. He and his team interface with partners such as Samsung, Google, Meta, Amazon, Pluto and TikTok to create content and product offerings in the social, FAST and AVOD/SVOD space to reach audiences of scripted and non-scripted programming.
With over 15 years of experience in the TV sector, Graham brings a wealth of knowledge to the podcast. We examine ITV's digital distribution growth strategies across the social media and free tv world, including YouTube, AVOD and FAST, emphasising the importance of data utilisation for content strategies, as well as diving into the challenges and opportunities of content monetisation in an ever-fragmented content market.
"There's an end goal of being able to monetise your brand. But with some of these platforms, you need to invest early to build an audience. So then, when they're able to turn that monetisation on, you're there to be the beneficiary of that" - Graham Haigh
Topics discussed on the episode:
- An overview of ITV Studios and Graham's role in the company
- Content challenges and opportunities in the social media ecosystem, with a focus on YouTube
- Harnessing data for content strategy on social platforms
- The potential of other social platforms for content monetisation such as Snapchat, Facebook and Tiktok
- Balancing priorities between content monetisation and audience engagement
- Opportunities in the FAST sector
- Challenges in monetising content on FAST and social platforms
- What's in store for ITV Studios for the second half of 2024
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