Using research to inform contract negotiations for video content

Our client is a major entertainment platform, with the rights to license a range of content across the world. Rights negotiations were underway within Australia, with the client perceiving significant value in their asset, while the streaming service provider seeking to license this was seeking to negotiate a lower rate for the same asset. The client wanted to provide empirical evidence to support the negotiations and demonstrate the value of their asset.

A research study was undertaken, fusing both research data and real-world spend behavioral datasets.

The research was able to provide an understanding of the current state of play in the market, as well as clear evidence of anticipated negative impact on the streaming service should the asset be removed. This helped move negotiations along through the introduction of real-world spend behaviour and anticipated actions.