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Jo Redfern 🔜 MIPJr's Linkedin Analytics

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Senior leader in content and platform strategy for IP, brands and rights holders aiming to engage Gen Z and A across digital platforms - Social Gaming (Roblox), YouTube, TikTok and broadcast. Experienced in developing brand positioning, world-building & strategic opportunities for IP to scale in the transmedia age - leveraging platforms, communities, emerging tech, AI. Creator of responsive, evolving strategies that span digital x physical lives and behaviours. Exec Producer of Cozmo & Friends YouTube series and Roblox experience. I also co-host the Kids Media Club podcast, where I share insights on trends in youth media. Reaching younger demos is trickier than ever, hence being data-driven and insight-led, I support IP and rights holders to predict how younger generations will interact with content in the future and use it to develop strategic opportunities right now. IP and rights owners that embrace how young people use technology and value content WILL have competitive advantage. Previously worked with Peppa Pig, Disney Junior, WWE and the CBeebies portfolio in the UK including the award-winning CBeebiesLand theme park and Hotel. Strengths: • Driving engagement cross-platform for audience and revenue growth. • Pragmatic with a holistic approach to planning, data & insight. • Forging successful and high performing relationships. @jojoredferno on X

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The streaming wars might be renamed the platform wars. And this is where sports will be redefining its content and monetisation models in the next decade. Netflix may have won in the first era of SVOD with their combination of scale, user experience and original content, but if you look past them and look at Nielsen's Gauge report you just can't ignore YouTube, the creator-led platform juggernaut that is for me the future of sports media consumption for future generations. It's not as if it isn't obvious in terms of YouTube's might: - YouTube is growing its share of US TV viewing faster than all other platforms combined (Nielsen Gauge). BTW Netflix's has plateaued. - It dominates kids content, podcasting, and gaming content - three verticals that Netflix is moving into (strategic diversification by Netflix, or a defence?) - It offers a content spectrum like nothing else, from MrBeast to Channel 4, from Roblox gameplay videos to channel aggregation via YouTube TV (in the US) And it’s free. At global scale. "But what about monetisation?" is always the question. Well, it's not as simple an answer as "Sell media rights for a big cheque for a defined period" but the graphic below goes some way to explaining how YouTube monetises video. It's by Omdia but I found it via Jen Topping's newsletter and it is one of the best visual representations to help sports rights owners reorient their thinking around monetisation. And the potential is significant. As sports starts to think about the value of attention, of how we package content to engage young sports fans across their favourite video platforms, and how the heck we monetise them when they're there - this feels like a useful chart.


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