How New Female Entrepreneurs Can Leverage Subscription Video-On-Demand

As the female labor force unemployment rate rose, some women entrepreneurship became the most viable option for employment. Nearly 40% of women who started new businesses during Covid shared that they did so due to the pandemic.

Additionally, 60% of employers plan to rely on contingent hires this year. Contingent workers, also known as gig workers, include freelancers, independent contractors, and other outsourced or non-permanent workers who are typically hired for a project or specific point in time.

With many female entrepreneurs (or contingent hires) recently transitioning to the gig economy, some may not be familiar with leveraging a subscription-based model to increase traffic, influence buying decisions, and grow revenue. P.J. Taei is the founder of Uscreen, a leading video-on-demand, over-the-top media and live streaming platform. Taei has worked directly with large brands such as SoulCycle, the BBC, and NBC Sports to build their video monetization strategy. Below he offers advice for how new female entrepreneurs can leverage subscription video-on-demand.

Christine Michel Carter: What are your thoughts on the increase of professionals entering the gig economy?

P.J. Taei: There’s something beautiful about this transition to the gig economy. Some chose to have a side gig, while others decided to make it their primary revenue source. Either way, videos played a big part in their success.

Carter: What are some important things for new female entrepreneurs to consider?

Taei: An entrepreneur needs to nail down the purpose of their video content. It can range from brand awareness (which leans towards a traditional video marketing strategy) to an actual revenue stream (which is often associated with a subscription video-on-demand business model). If it’s the latter, it’s important to build a complete customer profile- make sure you have your audience and their needs in mind, same as you would for any other offer or a service.

Carter: Thinking of best-in-class examples like Netflix and Hulu, can female entrepreneurs scale down their subscription-based models for their small business?

Taei: Most of us probably have not just one but multiple subscriptions, even for similar content. And it’s not just reserved for entertainment. I have at least three different fitness video streaming apps on my phone and TV. Paying for a subscription to learn, get fit, motivated, entertained has been normalized. It’s creating the most fertile ground for businesses of all sizes to tap into this rapidly expanding market with no cap in sight. 

Carter: Who are some female entrepreneurs you feel are effectively leveraging a subscription video-on-demand business model?

Taei: Video-on-demand, combined with a monetization option like a subscription or one-time sale of videos, is the next generation of e-commerce. And the same way e-commerce completely restructured our everyday lives – video is here to further that monopoly over our attention. I know of many powerful women who took charge and dominated this new normal: Deshauna Spencer started KweliTV. In her case, videos are also an effective way to make a social impact. Then you have Lisa-Marie Zbozen, who took online fitness training to a whole new level with TheWKOUT. And one of my favorite examples is Frances Long with Your Book of Memories. She took her arts and crafts online with video, and now everyone can enjoy her DIY tutorials all over the world.

Carter: Even if an entrepreneur doesn’t adopt a subscription video-on-demand, how important is it to adopt a video marketing strategy?

Taei: I would argue that video is becoming the norm in business, and if you’re not implementing it, eventually, you’ll fall behind your competition. Video is the most versatile medium a company can use to reach its audience, regardless if you’re using videos as a part of your marketing strategy or offering video as a product or a service. Simply put: it’s the quickest and easiest way to get your message across. Let’s face it. Our attention spans are not what they used to be twenty years ago. When done right, videos generally have high returns and generate considerable revenue for your business or brand. 

Carter: Do you have a final thought for these new entrepreneurs?

Taei: As a small business owner, it’s important to maximize your time. Pick a platform that gives you everything you need in one place and take your service to market. And lastly, the most important thing is to start. Don’t obsess over details. Get your camera out and start filming.