Guide for Marketing Scripted Content for Streaming Services in 5 Easy Steps
In the ever-evolving world of streaming, creators are constantly seeking ways to make their content stand out among the vast array of shows available. Here's a step-by-step guide on how to develop, package, and pitch scripted content for platforms like Netflix or Disney+.
1. Develop the Concept and Script
Start with a compelling idea, either an original concept or an adaptation of existing Intellectual Property (IP). Align your story with the platform's content strategy and target audience, using data-driven insights where possible. This approach can help match tone, genre, and audience preferences more effectively.
2. Package the Project
Packaging involves assembling the script, key creative talent, and production plans into a persuasive presentation. Include a showrunner or creator with a proven track record if available. Prepare a detailed pitch deck or treatment outlining the storyline, episode structure, target audience, budget estimates, and unique selling points. Utilize AI-assisted pitch deck templates to tailor the presentation and make it more professional.
3. Pitching to Streaming Platforms
With the package ready, approach decision-makers at streaming services. Building connections through agents or industry executives, and collaborating with experienced agencies like Creative Artists Agency, can help gain access and credibility. Pitches should demonstrate creativity while also showcasing potential for large audience appeal and subscriber retention.
4. Leveraging Innovative Trends
Some platforms embrace creator-led or interactive content models, such as AI-driven content creation or using fans and social interaction to extend storyworlds. Understanding these trends can help tailor pitches to demonstrate innovation.
5. Negotiate Deals and Deliver Content
Once a pitch is successful, contracts are negotiated that cover rights, budgets, delivery timelines, and creative control. Production then proceeds with oversight from the platform. New deal structures may involve creator-led models and collaborations aiming to preserve creative intent while scaling content reach.
In summary, creating successful scripted content for streaming requires a strategic approach, thinking like a studio executive, and acting like a data scientist. Awareness of emerging innovations, such as integrating AI in creation or interactive models, can provide a competitive edge.
Framing an Original Idea
Framing an original idea in a way that feels familiar helps executives understand the tone and audience immediately. A great pitch package should be a visual and narrative experience that sells the show, not just the story.
Popular Trends in Scripted Content
Limited series are incredibly popular right now, as they attract A-list talent who don't want to commit to a seven-year contract, and they offer a complete, satisfying story. The demand for broad, four-quadrant shows is shrinking, with streamers now fighting for subscribers in specific niches like Korean horror, Scandinavian noir, or Young Adult (YA) fantasy.
Strategies for Success
The first strategy to increase chances of success in selling scripted content is to decode the data, focus on Intellectual Property that sells, structure for the binge model, know your buyer, and build a bulletproof pitch. Leveraging existing Intellectual Property or creating original IP that feels familiar reduces risk for buyers by tapping into a built-in audience. Acquiring the rights to compelling IP before it gets hot is a valuable activity for production companies.
Understanding the Global Content Market
The global content ecosystem is powered by co-productions with international broadcasters or production companies. Our website's Project Tracker helps navigate the complexities of the global content market by providing real-time information on what's in development, what's been greenlit, and who is buying what. Researching the specific content mandates of each streamer (like Netflix, Disney+, etc.) makes a targeted pitch 10 times more effective than a generic one.
Non-English language content is exploding, with shows like Lupin and Money Heist proving that a great story works in any language. Netflix often looks for broad, global hits and has a huge appetite for international and YA content. Amazon Prime Video invests in big-budget genre shows and content that drives Prime subscriptions.
Streamers are looking for massive, IP-driven worlds that can spawn franchises when pitching in the space of major sci-fi or fantasy shows. The gold rush for scripted content for streaming isn't over, but the rules have changed, and success is about a brilliant strategy, not just a brilliant idea.
- In the realm of lifestyle, integrating technology into content creation can provide a unique selling point for a scripted show, especially when it comes to nuanced storytelling, AI-driven content, or interactive models that engage audiences beyond traditional boundaries.
- To thrive in the competitive landscape of scripted content, understanding finance is crucial, as creators must develop and pitch ideas that appeal not only to the platform's content strategy but also to the target audience's preferences in terms of budget, revenue potential, and audience demographics.
