Multi-channel network (MCN) are organizations that work with various video platforms. It manages and provides services to a portfolio of video-sharing platforms such as YouTube. It often helps content creators in areas including product, programming, cross-promotion, partner management, digital rights management, sales, and audience development in exchange for a percentage of ad revenue from these channels. Furthermore, MCNs aid content creators in providing different ways to optimize video content to increase audience engagement on these channels.. Moreover, MCN helps the channel to increase its audience base and maximize its revenue and performance.
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Driving Factors for Growth of the Multi-Channel Network Market
Increasing number of internet users is a major factor driving growth of the multi-channel network market. This is owing to increasing use of video platforms and social media platforms such as YouTube, IBM Cloud Video, Amazon Prime, Wistia, Netflix, and others. Furthermore, viewing habits of video consumers have changed as number of viewers watching videos online has increasing substantially. For instance, according to a report by Internet Assigned Number Authority (IANA), the number of internet users worldwide increased to 3.38 billion in 2016 from 3.25 billion in 2015. Several users create their own videos to share their interests such as cooking, dance, beauty, gaming, and others on various video-sharing platforms, which in turn has increased the number of online videos. The contents of a video can be anything that creators want to share with viewers such as news, comedy, and sport. Moreover, increasing revenue of video platform channels drive growth of the MCN market, owing to growing popularity of these channel among viewers. For instance, according to a report by National Research Council Canada (NRCC), in the U.S., the net revenue of YouTube was US$ 2.50 billion in 2016 and increased to US$ 2.80 billion in 2017. MCN offers various benefits such as production & editing facilities, marketing & promotion, live events & merchandise, copyrights, license for videos, video creation & publishing tools, and others that assist creators to increase their audience base. Moreover, multi-channel marketing strategies keep customer satisfied by giving them the option of when and where to spend their time and money.
However, high investments, complexity in integration on video platforms, and increasing cyber security threats are some of the major factors retraining growth of the multi-channel network market.
Regional Analysis of Multi-Channel Network Market
On the basis of geography, the global multi-channel network market is segmented into North America, Europe, Asia Pacific, Latin America, Middle East, and Africa. North America held dominant position in the multi-channel network market in 2017. This is owing to high presence of key content creators and service providers of MCN such as Machinima, Inc., Fullscreen, Inc., Warner Music, Inc., Universal Music Group, Inc., and others in the region. Furthermore, countries in North America such as the U.S. and Canada, show significant growth opportunities due to increase in number of online video viewers.
Asia Pacific is expected to witness substantial growth in the MCN market during the forecast period, owing to increasing internet users and growing popularity of video platforms. According to the statistics published by Internet and Mobile Association of India (IAMAI) internet users in India reached to 471 million in 2017 up from 432 million in 2016. Such increasing number of internet users and high preference of video platforms is driving growth of the multi-channel network market over the forecast period.
Key players in Multi-channel Network Market
Key players operating in the multi-channel network market include, Machinima, Inc., Maker Studios, Inc., Fullscreen, Inc., Culture Machine Media Pvt. Ltd, Qyuki Digital Media Private Limited, Vevo LLC, ZEFR, Inc., Warner Music, Inc., Universal Music Group, Inc., Warner Bros. Entertainment Inc., and The Orchard Enterprises, Inc.
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