On this episode of Inside Content I sit down with Cédric Dufour, CEO and President of Rakuten TV, to uncover the innovations driving one of Europe’s leading video-on-demand (VOD) platforms. From its beginnings as a B2C platform to its evolution into the B2B space with Rakuten TV Enterprise, Cédric shares how the company is redefining streaming while staying ahead in a rapidly shifting entertainment landscape.
Cédric outlines Rakuten TV’s transformation with the introduction of Rakuten TV Enterprise, a white-label solution designed to help content owners, OTT platforms, and manufacturers distribute and monetise their channels. The new initiative capitalises on Rakuten TV’s in-house technology, developed over 15 years of experience, allowing clients to leverage expertise in building, scheduling, and making FAST channels and connected TV (CTV) apps into a profitable product.
This expansion reflects Rakuten TV’s strategy to maximise the reach and profitability of content across multiple platforms while reducing operational complexity for stakeholders.
The conversation also dives into the challenges of ad-supported video-on-demand (AVOD) and free ad-supported streaming television (FAST) channels as opposed to subscription-based services.Cédric emphasises the importance of a robust fill rate, which Rakuten achieves through its sister company, Rakuten Advertising. By maintaining physical sales teams across Europe, Rakuten ensures consistent ad revenue and builds relationships with studios, enabling the acquisition of high-quality content.
Cédric highlights how monetisation success has encouraged studios to expand their catalogues, ultimately improving the quality of Rakuten TV’s free content offerings and driving user growth.
As Rakuten TV continues to lead in AVOD and FAST markets, Cedric acknowledges the industry’s growth potential in Europe, which lags behind the U.S. in adoption. The company aims to maintain its pioneering role by scaling its services, expanding partnerships, and driving awareness of free ad-supported streaming options.
Key Topics Discussed in the Episode:
● The launch and vision behind Rakuten TV Enterprise
● Challenges and strategies in monetising AVOD and FAST channels
● The significance of curation and localisation in streaming content
● The impact of Rakuten Originals on user acquisition
● Balancing global scalability with local market needs
● The future of AVOD and FAST in Europe
