In this episode, I spoke with Dilip Bala, Managing Director for the Americas at Merzigo, a company focused on helping content owners grow revenue on platforms like YouTube and Facebook.
Dilip talked us through his journey from two decades at Disney to leading Merzigo’s expansion across North, Central, and South America. Merzigo works as a revenue partner, operating on a rev share model and, in some cases, offering minimum guarantees—underlining their belief in the value they bring.
We explored why YouTube is more than just a promotional platform. As Dilip put it, “YouTube isn’t just a social site anymore… it’s a legitimate direct-to-consumer distribution channel on par with FAST or AVOD services.” Content strategy is shifting accordingly—from short clips to full-length episodes and films. Merzigo supports this by optimising every element: metadata, thumbnails, dubbing, and community engagement.
While Facebook plays a smaller role in long-form content, it remains effective for unscripted and viral material, particularly through short form videos.
Dilip also shared data on the impact of localisation.Dubbing, he explained, can generate up to three times more revenue than subtitling. “The algorithm treats dubbed channels as native content, and that gives it a major boost in discovery.” And while AI tools are improving, Merzigo continues to focus on human-led dubbing to maintain quality and emotional nuance.
We also discussed Merzigo’s partnerships with ITV Studios and All3Media. Even companies with strong internal teams turn to Merzigo for their scale, data-driven approach, and hands-on optimisation.
Finally, we talked about the untapped value of archive content. “A lot of studios are sitting on thousands of hours of content that could be monetised—especially as YouTube viewers actively seek out nostalgic material,” Dilip said.
With active expansion across the US and Latin America, Merzigo is building a strong presence in platform-led content monetisation.
Key Topics Covered:
● Merzigo’s unique rev-share model and global footprint
● The evolution of YouTube as a primary distribution platform
● Differences between YouTube and Facebook monetisation strategies
● Strategic use of dubbing vs. subtitling for localisation
● FAST vs. YouTube: complementary roles and strategic overlaps
● Unlocking value from deep archive content
● Regional opportunities in Latin America and beyond
.svg)
