Goal of the analysis:
Assess the revenue opportunities and strategic benefits of selling or licensing content for syndication and re-runs on various platforms (linear TV, cable channels, streaming services) to maximize long-term profitability and audience reach.
Data required:
- Historical performance metrics of the content (ratings, streaming view counts, demographic breakdowns)
- Existing syndication or secondary licensing deals, including contract terms and expiration dates
- Ad revenue, subscription fees, or other monetization data from previous syndication windows
- Competitive benchmarks for syndication deals, including typical per-episode fees or library package rates
- Audience data for target syndication platforms or markets
Detailed step-by-step instruction on how to conduct the analysis:
1. Inventory all eligible content. Identify shows or films that are no longer in their first-run window and are eligible for secondary distribution. Note their genres, episode counts, and previous performance.
2. Review current syndication deals. Collect details of any active syndication or re-run agreements, including territory rights, financial terms, and performance clauses.
3. Analyze historical performance in secondary windows. Examine how each title performed in past syndication or re-runs (ratings lift, audience demographics, ad revenue). Compare outcomes across different platforms.
4. Benchmark against market rates. Gather data on typical syndication fees or re-run licensing rates for similar content (in terms of genre, audience size, and brand recognition).
5. Model potential revenue. Estimate future returns by applying benchmark rates to your titles, factoring in licensing fees, advertising splits, or subscription revenue share.
6. Segment content by re-run value. Differentiate between evergreen content (e.g., classic sitcoms) and content with short-lived appeal (timely reality shows). Assign priority to highly rewatchable titles that can generate consistent re-run revenue.
7. Propose syndication strategy. Recommend target platforms, package deals (bundling multiple shows), and scheduling options. Highlight territories or streaming services where the content could reach a new or larger audience.
Format of the output of analysis:
- A spreadsheet or dashboard listing all eligible content, historic re-run revenue, and projected syndication earnings
- A brief report or presentation with recommended syndication deals, target platforms/markets, and pricing strategies
- An action plan or timeline for contacting prospective partners and finalizing license agreements
How to interpret results:
- High projected revenues for certain titles may confirm their “evergreen” status, justifying renewed syndication efforts
- Low or declining re-run performance could indicate the content’s limited rewatch value or market saturation
- Benchmark comparisons help gauge if your deals are underpriced or if you’re missing potentially lucrative markets
Steps a company can take to improve on this measure:
- Bundle multiple shows or episodes to incentivize broader licensing deals and increase total revenue
- Negotiate flexible terms allowing the company to reclaim rights if performance on a specific platform is underwhelming
- Track audience engagement data for re-runs to refine scheduling and platform selection in future negotiations
- Consider re-editing or repackaging older content (e.g., highlight compilations) to appeal to new audiences
- Maintain relationships with broadcast and streaming partners to stay updated on shifts in platform strategies and audience preferences.
