Multi-channel networks: A look at organizational structure, monetization, and creative control

Multi-channel networks are relatively new media companies that manage talent with YouTube as their main distribution platform. In order to understand what multi-channel networks are and how they operate, this master thesis first looks at organizational structure with an emphasis on culture management. Then, monetization of creative content and division of revenue. Last, creative control with a focus on ownership of content. To illuminate structural functions of multi-channel networks, empirical data was collected thorough qualitative interviews with executives of the three largest multi-channel networks in Scandinavia, SPLAY, United Screens, and Nordic Screens, and two of the largest YouTubers in Norway, PelleK and PistolShripms. In addition, document analysis was conducted to provide a more nuanced look at the media companies. The main findings show, first, that multi-channel networks are less formally structured than traditional media companies, with YouTubers operating as separate contractors. Second, monetization of YouTube content is highly lucrative and the division of wealth favors content creators. Third, YouTubers are owners of creative content, and Scandinavian multi-channel networks offer transparent contracts with short terms, in contrast to their American counterparts. In addition, it is identified that niche markets make up the majority of multi-channel networks’ portfolios