return Home

Vivendi CEO highlights ‘five big opportunities for content creators’

There are five big opportunities right now for content creators. “Shared pain has been replaced by shared opportunity,” Vivendi CEO Arnaud de Puyfontaine said at Digital Innovators’ Summit 2017 today (21 March).

According to him, in this world content remains king. “No matter whether you are in magazines, books, movies or video one thing is the same - content is king,” he said.

Arnaud de Puyfontaine ()

He went on to offer insights from the music industry (Universal Music Group is part of Vivendi) and how it has gone through a process of digital disruption and reinvention to a position of growth. For Arnaud, who before Vivendi was with among others Hearst Magazines and EMAP, there are relevant lessons for publishers as both have seen a dramatic shift in the way audiences consume our content. 

“In every part of our business our content and services have been optimised to serve an audience that gravitates to a pick and mix model.

Like other managers in the entertainment industry we have adapted the way that content is distributed.

Arnaud then outlined how times have changed and how many in the entertainment industry still pined for previous methods of content distribution. “There was sense of grief - shared pain for the old, predictable analogue way of distributing content. It has been a painful experience. However shared pain has been replaced by shared opportunity.”

Arnaud then outlined five ways in which there are now huge opportunities for content creators.

● Provision - There is now a bigger marketplace for content than ever before. 100 hours of video are uploaded to YouTube round the world every minute. The opportunity to reach mass audiences has never been greater.

● Access - We can reach audiences at multiple devices at any time and in any place - home, online, live, subscription etc on one or more screens. Daily consumption of media continues to rise.

● Personalisation - Consumers are packaging content up into formats. For example, over two thirds of songs that are played on Spotify are from playlists. We can target customers in a more informed way.

● Aggregation - We all have an opportunity to repurpose content for distribution networks, such as Facebook or WeChat.

● Community - We are living in an era where content is shared via social networks. Our challenge, no matter whether the industry is publishing, video or music, is how to secure sustainable pricing model. We have no choice but to adapt. 

Arnaud then talked about how the music industry had moved from trying to prosecute rather than invite. “Once it offered a distribution model easier than the pirates the pirates died. Digital distribution is not the enemy. We must embrace change. Change will happen whether we like it or not. Today music is moving to a subscription-based streaming system that you can listen to songs on the move without downloading them.”

“The music market lost a lot of its value before streaming and downloading became mainstream. In 2015 Spotify, Deezer and Apple meant that we started making money again.”

Arnaud then added that different markets have different emphases. In Germany physical distribution accounts for 70 per cent of recorded sales. In Sweden it is the other way round.

He also said that print media has been slower to adapt. “A challenge is to become more digital. We need to find an economic model that works. The value of global content media industry still growing. It had a 1.93 trillion value in 2020.”

Arnaud also said that the future's mobile, all content needs to be ready for smartphones. We must shift and forge more intimate relationships with our customers. Though he admitted that there are still major challenges ahead. “Users are becoming less loyal and more promiscuous,” he acknowledged.

Our skill is identifying, managing and monetising creative talent. The ability to nurture and develop content is the prize asset. The best is yet to come.

More like this

John Wilpers showcases top trends included in new FIPP Innovation World Report

Quartz's Jay Lauf: Focus on human beings, not just technology

How The New York Times brings the audience inside

Voice is the next major disruption in computing - Amazon exec

Video strategies for a visual world - with AJ+ and AwesomenessTV

Media and marketing in a connected world

How VCs invest: Lakestar and Carmel Ventures at DIS 2017

Audience engagement: why a platform-appropriate content strategy is crucial

Millennials and mobile prodigies: lessons on ad engagement, with Verve’s Ian James

How Wolters Kluwer reaches and converts the right audience

  • Chief editor Lauren Indvik on the launch of Vogue Business

    Vogue Business is a new product for 2019, designed to help Condé Nast capitalise on the B2B side of the fashion industry. Here, chief editor Lauren Indvik, talks to us about content, revenue models, and international operations.

    20th May 2019 Features
  • Blurred Lines: UK politicians out in full force at this year’s PPA Festival

    This year’s PPA Festival included testimony from Jeremy Wright MP, the Secretary of State for Digital, Culture, Media and Sport, Justine Greening MP, and Dame Frances Cairncross, author of the Cairncross Review into sustainable journalism. FIPP was on-hand to witness a UK publishing sector undeterred by Brexit. 

    14th May 2019 Features
  • AI and media - where next?

    Perhaps the biggest issue surrounding artificial intelligence (AI), and in particular its use in the media, is that executives need to finally grasp what AI actually is. What jobs can it undertake, and how can it save publishers time and money and improve their products.

    13th May 2019 Features
  • FIPP’s brand partnership with PressReader deepens

    On the eve of the 20th anniversary of the founding of the digital newspaper and magazine distribution and publishing pioneer, PressReader, FIPP has announced the deepening of its brand partnership with the original ‘Netflix for News’.

    8th May 2019 Features
Go to Full Site