The Thesis
Between content and audience lies a layer that is still largely untapped: indirect distribution. Telcos, CTV aggregators, FAST platforms, Amazon Channels, super-bundlers, all relays that publishers rarely activate, for lack of expertise, of network, or simply of awareness that these levers exist.
The moment is decisive: acquiring a subscriber directly costs 5 to 10 times more than through a distributor, and while D2C runs out of steam, super-aggregation is rebuilding the premium bundles, Orange, Sky, TIM, Canal+. Value is migrating toward those who control aggregation, and toward those who know how to negotiate their place in it.
The Channels
- Premium telcos: integration into operator bundles, the highest-retention channel, in France and internationally.
- Amazon Channels: turning a catalog into a subscription service, distributed worldwide without infrastructure of your own.
- CTV & FAST aggregators: hundreds of millions of connected TVs, monetized through advertising.
- Operator replay & super-bundlers: the monetization windows most catalogs leave dormant.
The industry's most neglected arithmetic: every channel you activate strengthens your negotiating power over all the others. A single-channel publisher is a captive publisher.
The Method, Three Stages
- 1. The North Star: a course clear enough to guide every decision, which priority channels, which minimum terms, which sacrifices. Without a course, every negotiation starts from scratch.
- 2. The playbook: rate card, rights matrix, floor prices, market benchmarks. Your counterparts negotiate with rate cards, from now on, so do you.
- 3. Negotiation, all the way to closing: presentation, term sheets, trade-offs, signature. The method proven across 100+ distribution deals in 80 countries.
Consultancies deliver recommendations. Deal brokers deliver introductions. Dutoit Média delivers both, and above all what comes after: the negotiation, territory by territory, all the way to signature.