Film Rights Strategy: How to Survive and Compete in a Crowded Streaming Market

Zoya Lukyantseva
May 21
9 min read

Rights types and licensing strategies by allrites

Nowadays, the media industry is more competitive than ever, with major players and emerging platforms battling for content supremacy. Adaptability and flexibility are crucial to surviving in this changing environment, not just for the industry giants but also for new entrants. Thanks to technological advancements, launching a streaming platform has never been easier, with barriers to entry significantly lowered.

Streaming has democratized content distribution, no longer dominated solely by massive media conglomerates. Anyone with the right content and strategy can now compete globally.

Another question is: What is the right strategy and content? We’ll discuss that a bit further in this article, but for now, let’s start with the basics—the very basics.

The Shift from Linear TV to VOD and FAST Streaming

For decades, linear TV dominated the market, capturing over 85% of total viewing time until 2015. However, the last decade has seen a sharp decline in viewership, now hovering around 44% due to cord-cutting, COVID-19, and the rise of streaming platforms. This shift has opened opportunities for new platforms to capture audience attention.

From 2010 to 2020, Subscription Video on Demand (SVOD) platforms like Netflix, Hulu, and Amazon Prime experienced exponential growth. Viewers flocked to these platforms for ad-free, on-demand content—a welcome change from traditional cable. By 2020, SVOD growth began plateau in the U.S. market, reaching saturation. To stay competitive, platforms introduced ad-supported tiers—ironically bringing ads back into the experience they initially disrupted. Everything is cyclical.

Ad-Supported Video on Demand (AVOD) emerged as a powerful alternative around a decade ago, with platforms like Pluto TV, Tubi, and Roku pioneering the model. Viewers embraced the “free with ads” concept, driving significant growth. AVOD accounts for about 18% of total viewing time, with expectations of dramatic increases in the coming years.

Free Ad-Supported Streaming Television (FAST) channels have also gained momentum. These channels operate like traditional linear broadcasts but are streamed online at no cost to viewers. They’re expanding rapidly in the U.S. and beginning to capture attention in markets like the UK and Germany, with global uptake expected to follow.

The Numbers Tell the Story

Major platforms continue to grow, albeit more slowly. Netflix, for example, is projected to reach 67 million subscribers by 2025—though recent earnings suggest that number might be even higher. International expansion remains a key growth driver for Netflix and Amazon.

In the AVOD space, Tubi, Pluto TV, and Roku lead the charge, with Roku leveraging its app-based model to reach 63 million monthly users. Peacock, which combines AVOD and SVOD, maintains 30 million free-tier subscribers. The undisputed leader, however, is YouTube, with a staggering 240 million monthly users in the U.S. alone, proving that AVOD is far from a secondary player in the streaming ecosystem.

The media war is far from over, and as platforms continue to adapt, expand internationally, and test new monetization models, the landscape will only grow more competitive and dynamic. See our detailed article for more details on the current state of The Great Media War and its audience generations.

Owning Your Niche

The TV streaming industry isn’t different from other businesses: at its core, you must know your audience and differentiate yourself. Standing out isn’t just important—it’s essential. Whether you’re an established player, a small to mid-sized platform, or just entering the market, carving out your own space is the key to cutting through the noise. Trying to be everything to everyone often leads to getting lost in a crowded market (and we haven’t even touched on film rights complexity yet). A well-defined content strategy is about knowing your audience and delivering what they want, not replicating what others are doing.

Niche Platforms That Got It Right

Despite the competitive landscape, there’s still room for niche-focused platforms to thrive.

Here are a few standout examples of our choice:

Crunchyroll: The anime-focused platform began as a small startup but became the go-to destination for anime enthusiasts. Crunchyroll solidified its position as the genre leader by specializing exclusively in anime and investing in both mainstream and lesser-known titles. When anime fans think of streaming, Crunchyroll comes to mind first, outpacing even broader platforms that carry anime content.
Shudder: A haven for horror fans, Shudder built its reputation on delivering exactly what its audience craves. Its original series may not always be blockbuster hits, but they’re tailored for horror aficionados. With a curated selection of horror films and series, Shudder has established a loyal fan base that keeps returning.
Britbox: Focused exclusively on British TV, Britbox targets British expats and UK-content lovers. From classics to contemporary hits, it’s the primary destination for shows like Doctor Who or Dr. Foster. Britbox proves that even a geographically focused genre can scale globally when well curated and marketed.
Lights Out Sports TV: A newcomer to the sports streaming space, Lights Out Sports TV is an AVOD platform dedicated to combat and alternative sports. Its MMA league and live events have become a go-to for niche sports fans. Its strategy of blending live sports with exclusive sports-focused content helps it stand out in a genre usually dominated by mainstream channels.
VILN Channel: Launched a few months ago by Allrites, VILN is a FAST channel live on over two dozen platforms, including Samsung TV Plus. Instead of rehashing the same true crime stories, VILN spotlights Asian true crime alongside American and international cases, filling a gap often overlooked by mainstream channels.

These platforms show the power of focusing on a specific audience and delivering content that matters to them. As the streaming landscape grows, owning a niche isn’t optional—it’s a strategic advantage. Finding your space in the market isn’t about being the biggest; it’s about being the best at what you do.

The Complexity of Film Rights Licensing: Breaking Down the Essentials

Licensing can be both exciting and daunting. It involves legalities, deal-making, and understanding layers of rights and contracts. While some thrive in this environment, others find it overwhelming. The key is knowing exactly what rights you need and who to approach.

Understanding the Different Types of Film Rights

In any licensing scenario, multiple rights are involved, often held by different parties. Sometimes, a producer or studio has global rights; other times, distributors control specific regions. Strategically acquiring the TV and film rights you need, within budget and for the right territories, is fundamental to successful licensing.

Here’s a breakdown:

Linear Rights: These are scheduled broadcasts or streams, like traditional TV channels. Audiences tune in at specific times for specific shows.
SVOD (Subscription Video on Demand): Viewers pay monthly, quarterly, or annually for ad-free, on-demand content (e.g., Netflix, Disney+).
AVOD (Advertising Video on Demand): Free to viewers, supported by ads (e.g., Pluto TV, Tubi). Registration may be required, but there’s no paywall.
Hybrid Models: A blend of SVOD and AVOD—some content is free with ads; premium content is ad-free behind a paywall (e.g., Netflix, Disney+ tiers).
FAST (Free Ad-Supported Television): Pre-programmed channels streamed online for free, monetized through ads. Many FAST channels also offer VOD components, but the channel remains scheduled.
TVOD (Transactional Video on Demand): One-time rentals or purchases (e.g., iTunes, Google Play, Xbox) that allow rental or download-to-own access.
Other rights include in-flight and hotel entertainment, AI training rights, and non-theatrical licenses (schools, open-air cinemas). Allrites, for example, offers VOD, FAST channel, inflight and hotel, and AI rights; non-theatrical rights are excluded.

Territories and Exclusivity Licensing costs vary by territory: worldwide rights cost more than region-specific ones.

Exclusivity: This guarantees that only your platform can show the content, which is a higher price due to limited revenue streams for the rights holder.
Non-Exclusivity: More budget-friendly; allows multiple platforms to license the duplicate content.
Term Length: Agreements range from seasonal (a few months) to multi-year (1, 3, or 5 years). Longer terms usually carry higher costs but offer stability.

Is Your Platform Changing Direction? As your platform evolves, licensing needs change:

Adding AVOD to an SVOD platform requires renegotiating rights.
Launching a FAST channel means securing scheduled-broadcast rights.
Shifting monetization models often demands updated agreements.

Ensure your licenses match your current and plans—unlicensed offerings can lead to legal and operational risks.

Now that we’ve covered basic film licensing terms, let’s touch upon the most interesting part: practical strategies and tactics for streaming platforms and TV channels, recommended by the allrites team.

Outsmarting the Streaming Giants: Content Strategies for Smaller Platforms

In this competitive world of streaming, the major platforms have undeniable advantages—deep pockets, brand recognition, and direct relationships with studios and distributors. This makes it easier for them to acquire or produce high-demand content with less friction. The path is different for smaller and mid-sized platforms, but it’s far from impossible. Success is about innovative strategies, targeted acquisitions, and owning a well-defined niche.

Keep your head up—there is still room for up-and-coming players. Remember that the streaming giants you know now started small, too.

Smart Content Buying: Maximizing Budgets for Impact

Competing with Disney or Netflix isn’t realistic for most smaller platforms, but outsmarting them is. This starts with understanding your target audience and serving them with content that matters to them. The goal is to stretch limited budgets by acquiring titles that speak directly to a narrowly defined, loyal segment. Here are some strategies a minor player can use:

Identify Your Niche and Audience Start small, focus on a specific audience, and build from there. Look beyond broad demographics and identify underserved segments with strong community ties:

Faith-based and family content
Sci-fi and genre enthusiasts
LGBTQ+ stories
Indie horror or regional cinema
Muslim content

Research your audience’s habits—what they watch, how they watch, and which platforms they use. Engage directly via social media, fan forums, and surveys to learn firsthand what they want.

Underutilized Content with High Appeal Not all valuable content is top-tier or heavily marketed. Many platforms recycle duplicate familiar titles, leaving hidden gems unexposed. Acquiring lesser-known but high-quality content within your niche can set you apart. For example, niche horror films, foreign-language thrillers, or indie documentaries can fill gaps that mainstream platforms overlook.

Leveraging Non-Exclusive Deals

Stretch your budget by opting for non-exclusive rights to a broader range of content rather than paying a premium for a handful of exclusives. This builds a richer library and keeps audiences engaged, even if some titles appear elsewhere. As your subscriber base grows, you can selectively invest in exclusives.

Fresh Rotations to Avoid Stale Line-ups A stagnant library becomes forgettable. Two approaches can help:

Continually add fresh titles, even if smaller in scale.
Rotate content in and out to keep the platform feeling new without massive budget increases.

Think Globally, Act Locally Even if you’re U.S.-focused, consider international content. Indie and foreign films are often more cost-effective and bring unique stories that Hollywood doesn’t. For instance, if your platform appeals to Gen Z and Millennials, diversity and inclusion found in indie productions will be key attractions.

Mix and Match: Films, Series, Documentaries, and Shorts

Content diversity extends viewing time and boosts engagement:

Documentaries supporting your platform’s theme (e.g., horror docs on a horror channel)
Short films for quick, engaging experiences
Series that build loyalty over multiple episodes.

This balance offers a richer experience and keeps audiences coming back.

Original Content as a Marketing Tool

Original productions don’t require blockbuster budgets. Low-cost reality series or niche-focused originals can define your brand, serve as exclusive hooks, and draw in viewers seeking fresh content.

Seasonal and Event-Based Programming

Programming around seasonal events drives traffic:

Holidays: Christmas, Halloween, Independence Day
Themed Months: Black History Month, Pride Month
Pop Culture Events: Shark Week, Celebrity Birthdays

Leveraging World Events and Media Trends

Timing your acquisitions with media events can give an organic boost:

Piggyback on big releases: Showcase originals or similar titles when a major adaptation hits theatres.
Themed campaigns: Ride the buzz around events like Shark Week.

Strategic Tiering of Content

To maximize your budget, use a tiered acquisition strategy:

Tier 1: Blockbusters and high-visibility titles for immediate impact
Tier 2: Recognizable but more cost-effective films and series
Tier 3: Niche, international, or lesser-known titles to fill out the catalog

This ensures you’re not burning your budget on marquee titles, leaving room for engaging alternatives.

International Expansion and Localized Content

Understanding local tastes, viewing habits, and regulations is crucial if you plan to expand. A film popular in the U.S. may not engage viewers in Southeast Asia or Europe. Localization—dubbing or subtitling—is often necessary to appeal to different markets.

Starting with a few targeted regions and expanding as you learn, each market is smarter than spreading too thin globally.

Grow Your Streaming Platform from A Small Seed to a Blooming Field

As competition heats up, platforms that succeed are those grounded in a clear understanding of their audience and willing to pair thoughtful licensing with focused content investments. Start by defining whether your priority is rapid subscriber growth or building a tight-knit community, then align your monetization models around those goals— SVOD, AVOD, FAST, or a hybrid. Test new titles or pilot original series in small batches to gauge audience response, then refine your programming based on real viewing data. Remain flexible: as habits shift and new formats emerge, revisit your rights agreements, adjust your content mix, and respond to what keeps viewers coming back.

Building or expanding a streaming service today isn’t a one-time launch but a continuous process of experimentation and fine-tuning. You can carve out your own space and thrive in this crowded market by zeroing in on what makes your platform distinct and applying the strategies outlined here. The next chapter is yours to write.

We understand that the TV and film rights playground can be overwhelming, and we’re here to help—everything from content licensing to strategy and programming consultancy, all in one place.

About allrites

Located in Singapore and globally, allrites is a premier marketplace for buying and selling film, TV, and sports rights. We provide a vast catalog of Film and TV content, from major studios to independent producers, available in any language and genre. Our innovative licensing models, including allrites Content-as-a-Service, offer flexible and efficient content monetization and acquisition solutions, accommodating the evolving needs of content buyers and sellers worldwide.

Want to learn more about our content library, licensing models, or industry trends?

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