Bharat in BetaNew content monetisation and discovery
Source
- Kae Capital, GenAI in Media and Entertainment (opens in a new tab)Prediction 2Published: 5 Apr 2024
The idea
Rework consumption across media formats.
Why this is interesting
- The second prediction says that, whatever the format, content marketplaces will be won by those that create a new consumer behaviour around discovery or payment. It is framed as advice to founders building a content marketplace.
- The source sets a high bar, a new behaviour rather than a better feature, without saying which behaviour or for whom. It is format-agnostic and globally portable. Indian payment habits and languages could matter here, but the source does not make that argument, so the note does not either.
Possible starting points
Discovery for one under-served format
Test a new way to find content in a format where search is weak today, with one audience.
A different unit of payment
Trial a payment unit other than subscription or advertising, such as per episode or per chapter, for one content type.
Questions to answer
- What behaviour would have to change for this to work, and what evidence would show it is changing?
- Does a new monetisation model raise total spending, or move existing spending between platforms?