Music rightsholders are keen to leverage artist IP in an increasingly competitive direct-to-consumer video landscape, where appealing to silver streamers is a strategic play to minimise churn in an era of peak video subscriptions. The monetisable emerging long tail of video streaming, combined with the transformation of music IP into a content asset, has created the opportunity for the leveraging non-music IP for video audiences to build a new revenue stream that is free from the pre-digital constraints of the music industry. For video streaming services, the opportunity primarily resides in replicating the proxy sports appeal of Drive to Survive – creating zeitgeisty content assets to appeal to music fans without the rights constraints of traditional music assets.

Companies and brands mentioned in this report:             Mile,            Street Entertainment,            Century Studios, BBC iPlayer, Beyonce, Bohemian Rhapsody, BTS, CD Projekt Red, Disney, Disney Music, Drake, Dr Dre, Drive to Survive, Dua Lipa, Endeavor, EMI, Eminem, Encanto, Epix, Glastonbury, Hip Hop My House, Homecoming, Lady GaGa, Liberty Media, Metallica, MTV, Netflix, Oliva Rodrigo, Paramount, Qwest TV, Regency Enterprises, Rocket Man, Sandbox Productions, Sheryl Crow, Sony Music Entertainment, Showtime, Squid Game, Spotify, Stranger Things, The Dirt, The Witcher, Tony Bennet, Universal Music Group, Vevo, Vital Signs, Warner Music Group, X-Factor