Kanopy WILL succeed

Why?

It targets an extremely specific segment of customers: institutions. It also provides a universal platform for educators, students, and learners overall to access content in a way that no other DVD service can.

Kanopy is an on-demand streaming video platform utilized by public libraries and universities (including NYU). It offers a collection of award winning films and documentaries. You can watch it on your desktop, mobile, or roku for students, professors, and library patrons. Switched from selling DVD’s to building a streaming service

What does Kanopy do?

How does it fit the frameworks we've discussed in class?

• It follows the “cord cutting” circumstance
  • While educational institutions may not have cable subscriptions, there is a move away from the physical — DVDs, tapes — and towards something digitally housed and streaming based. ​
    • These revenue streams allow for variable-yet-steady income for Kanopy from large, deep-pocketed educational institutions and libraries.
    • They are receiving in return a large collection and database for those within the institution to utilize, in turn creating a profitable, 21st century media company.

Kanopy's business model

Kanopy initially started solely a pay-per-view DVD distributor, it has now evolved  into two models of revenue:

• One is geared towards public libraries. it's a pay-per-view. Every time a public library member presses "Play" on a Kanopy video, the library gets charged and the content owner gets 50 percent of what is charged.
• The educational market is their second target which focuses on a patron-driven model. Four plays on any video triggers a one-year license for that institution. It's the way libraries buy books and journals; it's patron-driven.

"Expanding Educational Horizons"

Kanopy's Approach vs. The Competition

1) Paid Streaming  = 

2) Paid Educational Streaming =

3) Free Educational Streaming =

How might Kanopy influence the existing media business? 

• DVD businesses will take a major hit from a service like this one.
  • oftentimes in the past, teachers and professors utilized DVDs to show their class movies or related media content.
    • ​Keeps costs low on libraries for having to replace stolen or late items, undercutting the very mode of the business model that would enable manufacturers and other companies to make money off of continued DVD sales to these institutions.
• ​It would also influence other streaming services, because this service is provided on a pay-per-view basis to a university.
  • Could kill off an entire segment of streaming customers to certain services that may provide a larger profit margin to a company, rather than providing widespread access.

Why might Kanopy succeed?

• Kanopy’s target market is public libraries and universities, not the same target market as bigger streaming players like Amazon, Netflix, Hulu

  • Kanopy is targeting large organizations that can afford to pay for large subscriptions

• Specializes in educational films rather than general entertainment like other streamers

  • Does not have to have wide appeal for entertainment only

  • Not directly in competition with other streamers

• Does not have to appeal to wide group of demographics, only to educational institutions (which have similar ideologies)

• Convenient by allowing students to stream on mobile devices and through Apple TV, Roku, online

  • Free for students/ library card holders= more people inclined to use it

  • For students, if for classes, will use Kanopy regardless for education

• In multiple countries (AU, UK, USA)

Sources:

• https://brackety-ack.pages.roanoke.edu/2019/04/20/watch-foreign-films-on-kanopy
• https://lincoln.wickedlocal.com/news/20190419/lincoln-public-library-events-announcements
• https://fullsync.co.uk/premium-streaming-service-kanopy-launches-first-uk-public-library-partnership
• https://www.esquire.com/lifestyle/a27228327/best-free-streaming-services-kanopy-hoopla/
• https://libnotes.missouristate.edu/2018/08/kanopy-streaming-media-service-now-available-through-pilot-program/