Yiğit Doğan Çelik, Chairperson and CEO of Merzigo | Exclusive Interview

For our MIPCOM 2024 issue, we concluded an interview with Yiğit Doğan Çelik, Chairperson and CEO of Merzigo, where he discussed the company’s continued growth in digital content monetization and their focus on new technological investments.

Çelik also shared insights into Merzigo’s global strategy, highlighting key partnerships with major broadcasters and content owners, and emerging trends in content consumption across different regions and demographics.

You can find Merzigo at C16E at Palais des Festivals, Cannes during MIPCOM 2024.

Merzigo is the strongest company in EMEA region for the digital content monetization sector and also one of the global leaders in this field. What developments have taken place in Merzigo’s YouTube and Facebook operations over the past year?

Merzigo has grown substantially and succeeded in its YouTube and Facebook monetization operations. We now manage an extensive portfolio of over 3,500 digital channels across both platforms, connecting with a global audience of over 750 million subscribers and followers. This scale has allowed us to maximize our partners’ content reach and revenue opportunities, ensuring their content reaches the right audiences. In the last year, we made strategic investments in advanced technology, particularly in content security and optimization. When you consider the scale of the business, these technological tools enable us to monitor and enhance the operation. Moreover, we have forged new partnerships with global brands and enhanced our strategic collaborations, further solidifying our leadership position in the digital content monetization landscape. These advancements have enabled Merzigo to remain at the forefront of the industry, delivering unparalleled value to content owners and creators on a global scale.

How do you think digitalization is impacting TV series? Have digital revenues become more favorable than traditional TV broadcasting revenues?

Merzigo, with its extensive expertise in YouTube and Facebook content monetization, has witnessed firsthand how digitalization is reshaping the TV series industry. The rise of digital platforms allows content creators and broadcasters to reach global audiences directly, bypassing traditional TV channels, with YouTube and Facebook leading the way in providing this access. This shift has opened new revenue streams and a data-driven approach to monetization. As a result, digital revenues are becoming increasingly attractive, offering flexibility and a broader reach compared to traditional broadcasting. Our data suggests that our contributions to the TV series industry are growing rapidly, positioning digital revenues to potentially surpass traditional TV broadcasting revenues in the near future.

Merzigo has made new investments in technology. Can you share some details about these investments?

Merzigo has made substantial investments in technology to strengthen our content management and monetization capabilities. A key focus has been on advanced content security solutions, where we’ve developed a robust system to detect and remove video piracy. This includes real-time piracy detection and efficient takedown processes across platforms like YouTube and Facebook.

Additionally, Merzigo places great importance on data, using its own custom-built Content Management System (CMS) to bring a unique perspective to content management. This system optimizes video performance, analyzes viewership data, and enhances content visibility. Combined with in-depth performance analytics, Merzigo offers a comprehensive suite of services that helps partners maximize the reach and revenue potential of their content on digital platforms.

Yiğit Doğan Çelik: “We have forged new partnerships with global brands and enhanced our strategic collaborations, further solidifying our leadership position in the digital content monetization landscape. These advancements have enabled Merzigo to remain at the forefront of the industry, delivering unparalleled value to content owners and creators on a global scale.“

What new deals has Merzigo made both in Türkiye and internationally? We’d love to hear about any new developments you can share with us.

Over the past year in the Turkish market, we started working with key broadcasters such as Doğuş Yayın Grubu and CNBC-e Türkiye. Internationally, some of the highlights for this year have been our partnership agreement with Fremantle, Warner Bros. and Konami.

You also license content from various countries. What kind of content have you licensed? What are your most important criteria when selecting content for licensing?

First of all, It’s important to note that we don’t just focus on content licensing. We also work with our clients through a partnership model, where we manage their existing or new YouTube and Facebook channels with a revenue-sharing model. When selecting content, our top priority is sustainability and the content’s past performance. In this regard, TV dramas take center stage, followed by wildlife documentaries. We believe these genres will reach even more audiences on the platform in the coming years.

You are based in İstanbul but you also have operations in London and Los Angeles. Could you tell us more about your company’s structure? How do the teams in these three countries operate, and are there any differences in focus between the İstanbul, London, and Los Angeles offices?

Merzigo’s structure is designed to efficiently support our global operations, with each office playing a strategic role tailored to its regional strengths. Our İstanbul office serves as the operational hub, housing the majority of our 600+ employees. This team focuses on content management, technology development, and ensuring smooth monetization operations for our partners.

The London and Los Angeles offices are primarily dedicated to business development and strategic partnerships. The London team focuses on supporting our European clients, tailoring services to meet the specific needs of the region’s content and audience dynamics. Meanwhile, the Los Angeles office is pivotal in expanding our presence in the North American market, working closely with major production companies and content owners to secure partnerships and new opportunities. This structure allows us to leverage our regional strengths, maintain a global perspective, and provide comprehensive support to our partners worldwide.

As one of the leading companies in the digital monetization field, and considering audiences from different regions around the world, where do you think global viewing and content trends are headed? Based on the data you have, what insights can you share about current content preferences? In your opinion, what types of content are most popular today across different age groups, countries, regions, and genders?

At Merzigo, our data-driven approach gives us unique insights into evolving global content trends and audience preferences across various demographics and regions. One of the key trends we’ve observed is the growing demand for short-form, easily consumable content, especially among younger audiences. Platforms like YouTube and Facebook remain dominant, with mobile-friendly content seeing increased engagement due to its quick and convenient nature.

For younger demographics, particularly Gen Z and Millennials, gaming, lifestyle, and unscripted reality shows perform exceptionally well. These audiences value content that is engaging, dynamic, and easy to consume. On the other hand, older audiences tend to gravitate towards scripted dramas, documentaries, and traditional TV shows, with genres like crime and historical drama being particularly popular in regions such as Europe and Latin America.

Regional preferences also play a significant role in driving engagement. In markets like the MENA region and LATAM, there is a strong demand for localized content, including content that is dubbed or subtitled in local languages. For example, Turkish dramas continue to perform exceptionally well internationally, finding a large audience in the Middle East and Latin America due to their relatable storytelling and cultural resonance.

Another noteworthy trend is the rise of female-driven content, as we’ve seen a growing number of women, particularly in the 18-34 age group, consuming content on digital platforms. This has led to an increased popularity of romance, drama, and lifestyle genres among female viewers.

Overall, the global content landscape is moving towards a more personalized and region-specific approach, driven by data insights and technological advancements. Content that is adaptable and accessible across different platforms and regions is expected to continue leading in the digital space. At Merzigo, we continuously analyze these trends to help our partners maximize their content’s potential and stay ahead in an ever-evolving digital environment.

What are your goals and main topics for MIPCOM 2024?

We aim to build on the successes we’ve achieved in the past. Our brand has gained more visibility and recognition at these types of events, and our top priority is to continue this momentum and strengthen our position in international markets.

This exclusive interview with Yiğit Doğan Çelik was featured in Episode Magazine’s MIPCOM 2024 issue.