Seismic shift in global streaming predicted as ‘producer economy’ emerges

Seismic shift in global streaming predicted as ‘producer economy’ emerges

Brightcove expects major diversification of content distribution, including a massive expansion of direct-to-audience, for TV, film and social creators as well as global enterprises and brands

BOSTON, November 8, 2022–(BUSINESS WIRE)–A significant global shift in how brands, businesses, creators and influencers engage, influence and interact is predicted as they emerge as producers with true agency and ownership of their distribution and platforms, not just creators of their content, according to Brightcove Inc. (NASDAQ: BCOV).

With video streaming on the rise and the value of the market, according to Fortune Business Insights, set to top over $1.6 trillion by 2029, the trusted leader in streaming technology expects significant changes, including diversification among creators and a shift to more engaged direct models for content owners.

Marc DeBevoise, CEO of Brightcove, commented:

“Platforms like YouTube and Netflix have helped take the industry forward to where we are now, but we don’t think these aggregator platforms and services will be enough going forward.

“We are seeing a fundamental shift to owning content, its distribution and monetization, and its distribution platform, with the development and release strategy to super-serve the most loyal and most valuable followers, customers and fans. The Internet and streaming have allowed all of these producers to to have a more defined and controlled voice, and truly own their digital future and control how their stories are told.

“Brightcove calls this phenomenon the producer economy.”

The producer economy is the concept that brands and creators can now have more control over content creation, distribution and monetization by building robust, multi-channel businesses across multiple established platforms and creating their own direct-to-audience platforms for their deepest and most loyal users, adding control over their first-party data.

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Brightcove highlighted its key predictions for this new trend during Brightcove PLAY Season 1, a streaming experience featuring 30+ episodes of unique expert insights on how businesses can harness the power of streaming to expand their digital businesses and reach. These predictions include;

  • Creators will seek wider distribution and new ways to monetize content, including working with and extending beyond existing aggregators and services. Creators will diversify to own their own creation, distribution and audience capabilities, creating their own direct-to-consumer channels, endpoints, websites, apps and free ad-supported streaming TV (FAST) channels.

  • All companies and brands with consumers or customers on the Internet will embark on further digital transformation and expand their audience reach across various owned and controlled channels and using social networks and platforms.

  • The streaming ecosystem will evolve to enable creators to become producers with the ability to create, upload, store, manage, distribute, own their own platforms, own their data and measure their content at all times.

Marc DeBevoise added, “The move from creator to producer is critical. We currently operate in a robust streaming market, and we also know how quickly things can change.

“A platform can change its algorithm at any time, change its audience. A funder of content can change their mind, cancel shows and move on to new content.

“Brands and companies need to be able to tell their stories and stream the video to their audience across all digital platforms, including their own and third-party platforms. If you’re not ready now as a company, you need to be very soon, or you won’t have those consumers and the customers you have today.”

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About Brightcove Inc.
Brightcove creates the world’s most reliable, scalable and secure streaming technology solutions to build a greater connection between companies and their audiences, no matter where they are or on what devices they consume content.

In more than 80 countries, Brightcove’s intelligent video platform enables businesses to sell to customers more effectively, media executives to stream and monetize content more reliably, and every organization to communicate with team members more effectively. With two Technology and Engineering Emmy® Awards for innovation, uptime that consistently leads the industry, and unmatched scalability, we’re continually pushing the boundaries of what video can do. follow Twitter, LinkedIn and Facebook. Visit

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Sara Griggs, [email protected]
VP Global Corporate Communications & Brand

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