다중 채널 네트워크(Multi Channel Network) 비즈니스의 수익 모델과 마케팅 전략: 국내 MCN의 사례를 중심으로

As personal media content, corporate brand marketing and influencer marketing have recently received attention, MCN(Multi Channel Network) increases consumer’s brand awareness and strengthens bond between creators and consumers. However, despite MCN’s rapid growth and popularity it recognizes the limitations of the advertising revenue share with YouTube and needs to find new revenue models. Recognizing the limitations of advertising revenue relying on YouTube, MCN needs to differentiate its services for the future revenue model. It is important not to be dependent on YouTube's profit sharing structure by expanding the scope of MCN’s activities to various platforms as well as YouTube such as alliance with new media platform and development of on-demand content. In addition, the MCN must actively engage with individual advertisers, not through YouTube's advertising networks. This paper explores marketing strategies to improve the current revenue structure of MCN and discusses the implications on the future business model of MCN.