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License Global Insights: Content is King

License Global Insights: Content is King
License Global's newest study explores how the content landscape is changing through the lens of brand licensing, retail and merchandising professionals.

"Content is king" has become a popular catchphrase, often invoked among professionals across an array of business sectors, including marketing, publishing, social media and beyond. But the business of brand licensing is uniquely reliant – if not directly driven – by content in the form of properties that inspire consumer product lines. If content is king (creating fans and consumer demand for products), then licensing is queen (bringing partnerships and products to life). 

In 2020, when live events came to a halt and the world collectively stayed home to flatten the curve of the COVID-19 pandemic, content consumption skyrocketed to all-new heights.

In this Insights report, License Global studied how content uniquely affects the business of brand licensing from the perspective of licensors, licensees, retailers, and other licensing professionals and identified the best practices for creating licensing programs around content and bringing those products to market.

Learn the answers to all of your content-related licensing questions and more by downloading the Insights report today.


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