Wednesday, July 9, 2025

Content Does Not Monetize Itself: Others in the Value Chain are Necessary

Businesses virtually never take positions that undermine or threaten their own interests. So how does Cloudflare benefit from its new emphasis on blocking language model scraping of web content?


By blocking unauthorized AI crawlers, Cloudflare helps its customers safeguard their original content from being used to train language models without consent or compensation. This is especially valuable for the publishers, media companies, and content-driven businesses that buy Cloudflare services. 


There also are new revenue opportunities. Cloudflare’s introduction of an AI scraping marketplace allows website owners to set terms and charge AI companies for access to their content. Cloudflare potentially earns fees or commissions, turning content protection into a business opportunity.


Cloudflare’s policies also provide more negotiating leverage for its content customers when negotiating licensing deals.


AI scraping can resemble denial-of-service attacks, overloading servers and degrading website performance. Cloudflare’s controls help prevent such problems.


The point is that the new policies are beneficial for Cloudflare, increasing its perceived value for its core clients; providing differentiation from competing alternatives and creating possible new revenue opportunities as well.


Lawsuits over copyright infringement and also technology solutions such as undertaken by Cloudflare to prevent web scraping are some content owner and content-supporting supplier responses to AI language model impact on their revenue models.


Still, content business models are going to have to change, as monetizable web traffic already is declining. Blocking of AI crawlers might slow down indexing activities, and raise the cost of doing so.


But content creators have no “right” to make money in the value chain. It always takes partners to monetize content or art. Language models might arguably pose an issue, just as controls on content scraping might be viewed as a help.


But content monetization always is dependent on others in the value chain.


Content Creators

Historical Value Chain Partners

Role in Monetization

Modern Value Chain Partners

Role in Monetization

Painters

Patrons (e.g., nobility, churches), art dealers, auction houses

Commissioned works, purchased paintings, or sold them to collectors; provided materials and exhibition spaces.

Galleries, online marketplaces (e.g., Saatchi Art), NFT platforms (e.g., OpenSea)

Display and sell artworks, authenticate pieces, or enable digital sales (e.g., NFTs); provide global exposure via online platforms.

Writers

Publishers, printers, booksellers

Printed and distributed books, serialized novels in magazines, paid advances or royalties.

Self-publishing platforms (e.g., Amazon KDP), literary agents, crowdfunding (e.g., Kickstarter)

Enable direct publishing and sales, connect writers to publishers, or fund projects via fan support.

Musicians

Record labels, concert promoters, sheet music publishers

Produced and distributed recordings, organized live performances, sold sheet music for home use.

Streaming platforms (e.g., Spotify, Apple Music), social media, Bandcamp

Distribute music globally, generate ad/subscription revenue, enable direct sales or fan-funded projects.

Sculptors

Patrons, city governments, workshops

Commissioned public or private sculptures, provided materials and studio space.

Art collectives, online galleries, 3D printing services

Facilitate sales through exhibitions, provide digital tools for creation, or connect with buyers online.

Actors

Theater companies, producers, patrons

Staged performances, paid actors for roles, attracted paying audiences.

Film/TV studios, streaming platforms (e.g., Netflix), talent agencies

Produce and distribute content, pay for performances, or monetize via subscriptions/ads; connect actors to opportunities.


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