Case Studies

Monetizing Ethnic Video Content through OTT Services to Diaspora Communities

Solution: OTT

As the primary producer of original Jamaican content, RJR Jamaica was seeking a way to more fully monetize its assets by tapping into new markets. In particular, this included the sizeable diaspora of Jamaicans who hungered for content from "home" that is unavailable on OTT services that cater to the general market. With over 50% of the population of Jamaica under 25 years old, RJR Jamaica management is also concerned about growing consumption of programming via the Internet among viewers in the 24-and-under age groups, including "cord-nevers" who do not subscribe to any paid content services. RJR was interested in establishing a distribution channel that would enable them to cost-effectively reach these viewers.

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