Welcome! Let me introduce myself.

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• Bringing a U.S. product to a new market is like transplanting a plant into foreign soil.  It needs nurturing.
• The key factor in getting this balance right is the management. A C-suite must be eager to bring it's product into other markets. 
• International professionals play the role of both an interpreter and an advocate. 

Why does this matter?  Being intentional about international expansion is key. It may be a long haul, yet the one which will bring results if done right.

Every company has it's own DNA - the roots of it's business, the strength, the key competitive advantage, the founding history, it's RAISON D'ÊTRET. 

I believe that staying within your strength is important. Yes, some distribution companies can play in the field of content creation (e.g. The Roku Channel or Apple TV Plus) and content companies can play in DTC game by creating direct customer relationship (all DTC services). Yet, companies cannot afford to take away it's focus from it's core DNA. 

Why does it matter?  In 2024, entertainment industry is rediscovering its roots. Content companies should refocus on creating compelling new stories emerging from the creator economy, while distribution companies concentrate on innovating the ways content reaches consumers. .

 Content distribution has always thrived on clever windowing strategies.

• Distribution professionals role is to integrate evolving distribution methods into optimal monetization strategies for content creators. 
• The complexity increases when factoring in international markets, making it a multi-dimensional chess game.
• Reality with DTC proved to be more nuanced. While DTC remains a powerful channel, it is just one among many, similar to a flagship store in retail. It’s valuable to have, but not the entire strategy.
• Will growth of creator economy  content availability will surge. It will require strategic distribution, with smart windowing playing a central role.

Why does this matter? Content distribution professionals need to return to sophisticated windowing approaches that integrate DTC as one component while embracing diverse distribution avenues for creators’ content. 

Partnerships are vital in international markets, more so than in domestic.

Why? 

• Consumers tend to trust local platforms, which often bundle services into attractive triple-play offers and provide familiar billing.
• As Kirby Grines aptly points out, most international subscribers come either from the wholesale side (bundled with MVPD/IPTV services) or through third-party platforms like Roku and Fire TV. Few consumers sign up directly with DTC services, and those who do often cost a lot in acquisition dollars.
• Distribution is expensive, complex, and ultimately not in content's companies DNA.

Why does this matter? Deal-making will get more multi-faceted. The deals will continue to solidify relationships between:

• DTC services and local platforms
• Local DTCs and global platforms
• Local services aiming to expand internationally.

Crafting deals that provider fair value exchange and future-proved is both the art and science of content distribution.