‘Argentina, 1985’ Producer Axel Kuschevatzky Says Digital Ad Revenue Rises Would Force Streamers To Release Viewing Data — IPI

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It won’t labor union demands or producers that ultimately lead to streamers releasing viewing data, accordion to prolific Argentine producer Axel Kuschevatzky.

The Infinity Hill parter — whose credits include Golden Globe winner Argentina, 1985, Academy Award winner The Secret in Their Eyes and Cannes Film Festival winner Paulina — was addressing the recent WGA-AMPTP deal during a keynote interview at Madrid’s Iberseries & Platino Industria event.

Part of the WGA’s new deal provides writers with more meaningful streamer residuals. Kuschevatzky said this would be based on confidential viewing data supplied to the union, which would then tally how much a writer is owed.

However, it will be advertisers who force the data out into the open, he predicted. “Most streaming platforms don’t share figures, so we have no idea what’s going on,” he said. “Every now and then you hear things have gone well — you get an espresso rather than a filter coffee.” However, “If ad sales begin to be a bigger share [of streaming revenues], the streamers will have to show the figures, not because producers or labor unions demand it, but because the advertisers will want to know,” he added. “Once the information is out there, it’s there.” Elsewhere in the interview, the former Viacom International Studios and Telefonica Studios exec addressed the power balance between studios and producers, saying, “It’s difficult for producers to understand timings, accounting and pricing,” but adding: “We all need a partner.” Kuschevatzky now runs the LA-based international producer Infinity Hill, which has worked on shows as varied as BBC lockdown drama Staged to Santiago Mitre’s 2022 Academy-nominated Argentina, 1985, which streams on Prime Video.