You have just signed a partnership agreement with Adamant. What is the principle behind it? T.D:
Adamant is a media outlet that uses short programs to address entertainment topics on social media through a network of influencers, producers, bloggers, and media experts from French-speaking Africa.
Through this partnership, we are making its catalog of premium content dedicated to the connected generation of sub-Saharan Africa and the diaspora available directly on our platform.
What are the needs of the players who come to you? What issues do they face? T.D:
Among our partners, there are those who express a real desire to migrate to digital and who face issues in terms of resources and technical skills, and those who are traditional media outlets that have struggled to go digital for fear of losing their audience, even though video is becoming essential for the media in general.
D.R
: Dailymotion reviewed its positioning and strategy a few years ago. When we were founded in 2005, we chose a positioning similar to that of YouTube, but we decided to rethink our strategy a few years ago. Today, Dailymotion aims to be a premium video content platform. Our editorial promise is therefore based on offering premium videos from recognized content creators in four main areas: news, sports, entertainment, and music.
Media outlets and content creators who want to work with us seek us out because of this premium positioning and because we are a "brand safe" platform. On the one hand, creators/media outlets know that they can safely distribute their content on our platform and, on the other hand, they can enjoy a number of benefits on our platform. We can promote their content both on our platform and on our social media channels, as well as on our Publisher network. We work with many other websites and mobile apps (Orange, MSN, Yahoo, etc.) that repost Dailymotion content.
Dailymotion has been operating in Abidjan since 2016. Where are you today? What are your prospects for development? T.D:
The results are positive! We now have more than 300 partners on the continent, in West Africa and also in English-speaking Africa. Our reputation has also grown: partners come directly to us because they know Dailymotion and its activities. Beyond distributing content on our platforms, we are present at various events on digital themes taking place on the continent.
Our ambition is to increase partnerships with all African and diaspora media outlets and to enrich our catalog of premium and African content! A lot of content is being created today, all over Africa. We want to enable creators to distribute their content and, above all, to monetize it.
The health crisis has had an impact on media consumption. How did you get through the crisis? T.D:
This health crisis has made various media outlets aware of the importance of digital and video. This has facilitated the creation of synergies and partnerships between these players and Dailymotion, because video proved during lockdown that it is an effective and impactful format, provided you know how to use it… Brands and media outlets have therefore understood the need to go digital and raise their profile through platforms such as Dailymotion.