Next generation production company Spirit Studios is inviting production companies and IP owners to join its YouTube Multi-Channel Network (MCN).
Spirit, which works with brands like The Lion Whisperer, has been running an MCN for years. But now the company sees an opportunity to help third parties tap into digital-first audiences by piggy-backing on its experience in the YouTube arena.
Explaining its proposition, Spirit said: “More than 35% of UK households now watch YouTube on their TV screens – and that statistic is growing by the day. Younger audiences are ditching linear TV and turning to platforms like YouTube for full-length content and social-first clips. This creates a massive opportunity for all production companies – whether you have a back catalogue or are creating brand-new content.”
Regarding back catalogue, Spirit said: “If you’ve got a successful returning series or a solid back catalogue that’s already been sold internationally but hasn’t yet been exploited in the digital space, YouTube could give it a whole new lease of life.”
As for new content, “YouTube offers a direct-to-audience model that gives producers greater control over distribution and revenue. Platforms like YouTube allow you to bypass traditional gatekeepers and reach audiences directly.”
Explaining why it makes sense to join Spirit’s MCN, the company cited:
Monetisation Beyond Traditional Sales: Selling through international distribution is one thing – but YouTube opens up entirely new revenue streams.
Optimising for the YouTube Algorithm: YouTube isn’t just about going viral – it’s about building sustainable audience growth. Full-length episodes are performing increasingly well on the algorithm, especially when paired with short-form, social-first cuts designed to drive discovery and engagement.
Geo-Targeting and Rights Management: With an MCN, IP owners can control which territories their content is available in – ensuring they don’t undermine existing deals. They can also manage rights, content claims, and monetisation centrally.
Content ID Protection One of the most powerful tools available through an MCN is YouTube’s Content ID. Content ID scans uploaded videos and automatically detects copyrighted material. Without Content ID – and the expertise to use it properly – production companies risk losing revenue and visibility. An MCN gives direct access to these tools and the strategic know-how to maximise their value.
Data and Insights MCNs give access to deeper audience insights, helping content owners understand how and where their content is performing – and why.
Leverage in the Creator Economy The creator economy is no longer just for individuals – production companies can now tap into YouTube’s ecosystem to build brands and communities. They don’t just upload content – they build an audience.
Hands-On Support: Spirit Studios said it doesn’t just offer infrastructure – it can also provide strategy to producers that join its MCN. From metadata and thumbnails to scheduling and promotion, it knows how to make content perform on YouTube.
Pictured:
Matt Campion, Spirit Studios co-founder, is a regular speaker at the TellyCast Digital Content Forum, advising companies on how to embrace the digital first opportunity.
