Totem Global names strategic partnerships chief

Australian social video monetisation specialist Totem Global has named Jason Behan as director of strategic partnerships.

Jason Behan

Behan’s focus will be leading partnerships with the film and television industry to use Totem’s services to generate new revenue for their catalogues using social platforms.

Totem said that the appointment reinforced its role in the growing social AVOD landscape, with the network now generating over 900 million views on social platforms every month.

Prior to joining Totem Global, Behan held roles including VP, acquisitions at Universal Pictures Australia, leading the acquisition of content across all genres for distribution on a broad range of platforms. Prior to this, he managed local acquisitions for Beyond Rights for its international and home entertainment divisions.

“The global AVOD market is predicted to hit US$259 billion by 2025, and social platforms are expected to be US$155 billion of that market. Totem is the first of a new type of distributor representing a global opportunity for content owners to speak directly with the audience on those platforms,” said Behan.

The CEO of Totem Global, Steve Crombie, said: “Combining Totem’s experience in video monetisation on social platforms with Jason’s experience in traditional media is exciting. Our model is complementary to the traditional media business and helps extend the lifecycle of entertainment brands around the world. We can drive extraordinary value from mostly untapped back catalogues and give once forgotten IP a new life. Jason will help demystify the opportunity and ensure content owners see greater success in the monetisation of their videos on ad-supported online video platforms. His ability to understand clients’ needs and how we can help accelerate or create new revenue streams is second to none.”