Digital Studios and MCNs: From YouTube Aggregators to Media Giants
Digital Studios and MCNs: their most popular channels and news updates for selected MCNs

As millennials increasingly turn to digital video for innovative content and walk away from traditional TV, Digital Studios and Multi-Channel Networks (MCNs) are often discussed as the future of the entertainment business and the next-generation media giants. MCNs started out and would not exist without YouTube, but are now much more than an aggregation of YouTube channels that make money off YouTube ad revenue.

The now multifaceted companies are actively expanding their reach beyond YouTube and create high-quality content for a variety of other platforms, including Facebook, Instagram, Snapchat, their own direct-to-consumer platforms and portals (such as Endemol beyond‘s – and even TV.

The MCN content market is growing steadily and for established “traditional” media companies that content increasingly becomes a key part of their digital strategies: by either buying Digital Studios and MCNs (Disney for example purchased Maker Studios for nearly $1 billion), partnering with them or establishing their own (like ProSiebenSat.1’s Studio71), media companies try to reach the audience that turns away from TV. Beyond such deals, MCNs constantly define new content formats and content distribution models in their quest for profitability and sustainability and are increasingly looking to brands to monetize their content.

Today, branded entertainment is an integral part of monetizing MCN content. Beyond the standard pre-roll, Digital Studios and MCNs provide brands with mutually beneficial native advertising opportunities that effectively embed brands into the content that appeals to a young audience. All in all, there has been a shift in the way MCNs are perceived by the media and entertainment industry.

This white paper is an update to our last report on MCNs. It (re-)introduces some of the biggest players in the Multi-Channel Network game and their most popular channels and aims to show how they continue to change the media landscape.

Download the “Digital Studios and MCNs: From YouTube Aggregators to Media Giants” white paper here.

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