How Publishers Can Win Commissioned Deals: Structuring Proposals for YouTube and Streaming Platforms

Feeling swamped by pitches that go nowhere? How publishers win commissioned deals in 2026

If you publish content and want reliable, platform-backed revenue, the biggest shift this year is the rise of bespoke commissioning — publishers are no longer just distributors, they’re creative partners. But landing those deals means writing proposals that answer a commissioning brief before the commissioner asks the question. This guide gives a ready-to-use proposal template, a clear pitch strategy, and a sizzle-reel checklist built for YouTube and streaming platforms after the BBC and Disney+ made commissioning moves in late 2025–early 2026.

Why now: industry context and what’s changed in 2026

In early 2026 we saw established broadcasters and streamers doubling down on external commissioning. The BBC entered talks to produce bespoke shows for YouTube (Variety, Jan 2026), and Disney+ restructured and promoted commissioning leads across EMEA (Deadline, Jan 2026). These moves signal two trends that matter to publishers:

• Platform-first commissioning: Platforms want distinct voices and publisher relationships to reach niche audiences efficiently.
• Hybrid monetization expectations: Commissions increasingly include multi-window strategies (ad-supported, subscription, ancillary revenue) and data-driven KPIs.

That means publishers who can present crisp formats, audience evidence, and a clear rights and delivery plan will be preferred partners.

Most important things commissioners want — say them first

Use the inverted-pyramid in your pitch: lead with the outcomes. Commissioners are busy; give them the brief answers fast.

1. Concept in one sentence: What is this show and who watches it?
2. Format & run: Episode length, number, cadence.
3. Why your audience: Proof you reach an engaged audience (metrics).
4. Budget & delivery: Clear per-episode cost and timeline.
5. Rights ask: What rights you’re offering and for how long.

Quick checklist — what to attach to your first pitch email

• One-page executive summary (PDF)
• Two-page commissioning brief (editable)
• Sizzle reel (90–180 seconds) + 30s cut for social
• Deck (6–12 slides) with audience data and sample ep beat
• Budget snapshot and delivery timeline
• Contact and production company credits

Proposal template — copy, structure and samples

Below is a ready-to-use proposal you can copy, paste and fill. Keep most text tight — commissioners read vertically. Replace bracketed text with project specifics.

1. Cover / One-liner

Title: [Project Title] — One-sentence hook: [e.g., "A 10-part docuseries that follows grassroots esports teams as they turn local talent into global stars."]

2. Executive summary (1/2 page)

What it is, why it matters to platform X, and the outcome you commit to (views, retention, subscriber lift, ad revenue or brand extensions). Example opener:

"[Project Title] delivers 20–34 audience retention with studio-quality storytelling and built-in commerce potential. We’ll deliver 6 x 22' episodes, a 90s sizzle, and assets for short-form amplification."

3. Format & episode guide

List episode beats and a clear structure so a commissioner can see repeatable production mechanics.

• Episodes: 6 x 22’ (or 12 x 10’ for short-form)
• Structure: Cold open → act one → conflict → act two → resolution → tag
• Sample Episode 1: [Short paragraph of beats]

4. Audience & evidence

Give 3 hard data points: audience size, average watch time, top-performing platforms. Use real numbers and recent case studies from your catalogue. Example:

• Owned channel: 1.2M subscribers, avg. watch time 8:12
• Pilot social cut reached 250K views with 6% click-to-watch rate
• Top demo: 18–34, 40% in EMEA, high ad completion rates

5. Creative team & credits

List director, producer, EPs and relevant credits. Include short bios (25–50 words each) that highlight platform experience.

6. Delivery & schedule

Include key milestones, delivery formats, and quality control. Example:

• Pilot delivery: 12 weeks from greenlight
• Series delivery: Rolling schedule — one episode every 3 weeks after pilot approval
• Deliverables: Mezzanine ProRes 422 HQ, H.264 proxy, closed captions (SRT), thumbnails, metadata pack

7. Budget snapshot

Give a per-episode headline and a % breakdown (commissioners prefer ranges and allocations over raw line-by-line in early meetings).

• Headline: [£/€/$] per episode (all-in, exclusive of taxes)
• Example percentage split: Pre-prod 12% / Production 48% / Post 25% / Legal & clearances 5% / Contingency 10%
• Optional: offer a lower-cost pilot or reduced deliverables for an exclusivity test.

8. Rights & commercial terms

Be explicit: windows, territories, language rights, ancillary licensing, and data access. Sample clause summary:

• Initial exclusive window: 12 months global on Platform X
• Publisher retains non-exclusive international distribution after window
• Ad revenue / AVoD split: [propose model] — or commission fee + performance bonus
• Brand integrations: pre-cleared by commissioner; revenue share negotiable

When you write these clauses, be sure to think through long-term reuse — see guidance on when media companies repurpose family content and how to retain value while keeping deals simple.

9. KPIs & reporting

Define success metrics up front: views, completion rate, 30-day retention uplift, subscriber net-new. Offer a monthly dashboard and a post-launch performance review.

10. Appendices

• Sizzle reel link
• Detailed budget (on request)
• Full production schedule

Sizzle reel: the one asset that can seal a commission

Commissioners often watch a fifteen-second clip before opening a 30-page deck. Make your sizzle reel count.

Structure & length

• Main sizzle: 90–180 seconds — show tone, host, key moments, and a clear hook.
• Short cut: 30–60 seconds — optimized for mobile and social previews.

Creative checklist

• Open with a one-line graphic title and the show's hook within 5 seconds.
• Show the protagonist or core conflict — audiences need a human anchor.
• Include on-screen captions and bold lower-thirds for context.
• Close with a clear call-to-action: "Full pilot & deck available" and contact details.

Technical specs (2026 platforms expect high standards)

• Master: 4K ProRes (where available); deliver H.264/HEVC proxy
• Frame-rate: follow commissioner preference (23.98 / 25 fps common in EMEA)
• Audio: 48 kHz stereo; include mix notes for any loudness targets
• Accessibility: SRT captions and a short metadata/timestamps sheet

For advice on lighting, framing and deliverables that make assets look premium even on a tight budget, see our guide to lighting & optics for product photography.

Commissioning brief: what to ask for and what to include

A commissioning brief is the operational document a commissioner uses. When you submit a proposal, give them a clean commissioning brief to make their job easier.

Essential headings for your commissioning brief

1. Commissioning objective
2. Target audience and reach objectives
3. Format & episode plan
4. Deliverables & technical specs
5. Marketing & launch support (what you’ll do vs what they must provide)
6. Legal & clearance responsibilities
7. Reporting & KPI cadence

Providing a crisp brief shows commercial maturity and makes it easier for commissioning editors to greenlight or circulate your pitch upstairs.

Pitch strategy: outreach, timing and negotiation playbook

Follow this step-by-step playbook to move a pitch from cold email to deal memo.

Step 1 — map the commissioning team

• Find who commissions the genre — scripted vs unscripted, regional vs global. Use announcements (e.g., Disney+ EMEA promotions, Jan 2026) to find active commissioners.
• Track credits on recent shows and note which commissioners champion external partners.

Step 2 — warm the relationship

• Don’t cold-send a 30-page deck. Start with a 3–4 sentence email and a one-page PDF. Offer a 90s sizzle link. Example first line: "We make [audience] shows that retain X% on YouTube — a 90s sizzle attached — interested in a short call?"
• Use mutual connections, agents, festival screenings, or shared production credits to intro.

Step 3 — the pitch call

• Lead with the one-line hook, then the sample episode beats, then the budget headline.
• Ask about platform KPIs up front: what completion or subscriber metrics matter to them?

Step 4 — flexible offers and pilots

Commissioners often prefer lower risk pilots or limited runs. Offer three options: a pilot, a short-run (3–6 eps), or a full order. Provide cost variants and what changes at each level.

Step 5 — negotiation priorities

During negotiation prioritize:

• Clear rights windows (be specific on exclusivity length and territories)
• Data & reporting access (platform analytics for campaign optimisation)
• Promotion commitments from platform (homepage placement, trailers, social support)
• Performance bonuses and audience milestones

Budgeting: a simple framework for scalable proposals

Commissioners want predictable costs. Offer a headline per-episode and a percentage breakdown plus a short justification for high-cost items like travel or rights. Use three tiers (lean / standard / premium) to give options.

Sample budget (placeholder values — scale to your market):

• Lean: 12% pre-prod / 50% production / 23% post / 5% legal / 10% contingency
• Standard: add higher production quality and specialist crew
• Premium: includes talent fees, international shoots and higher clearances

Practical tips from publishers who closed deals in 2025–26

• Package a publisher distribution plan with the pitch — platforms value guaranteed audience lift.
• Provide short-form social assets as part of the deal — they’re the easiest way to prove audience demand.
• Be transparent about margins and give commissioners choices to add or remove line items.
• Offer a revenue-sharing element for ancillary formats (podcasts, live events) to sweeten long-term value.

Common mistakes to avoid

• Too much fluff: if your first page isn’t a clear value proposition, you lost attention.
• Undefined rights: vague rights language stalls contracts.
• No performance metrics: publishers who can’t prove audience engagement get lower offers.
• Over-optimistic timelines: always add realistic buffers and explain them.

Template download & next steps

Use the template above to create a one-page executive and a two-page commissioning brief first. Record a 90s sizzle (smartphone footage is okay if it’s well-edited) and prioritize captions and key frames.

In 2026, platforms want partners who reduce friction — ready deliverables, clear metrics, flexible rights. The BBC–YouTube talks and Disney+ commissioning shifts show platforms are actively buying outside publisher content. Be the partner that makes greenlighting simple.

"BBC in talks to produce content for YouTube" — Variety, Jan 16, 2026; "Disney+ EMEA promotes commissioning leads" — Deadline, Jan 2026.

Actionable next steps (30–60–90 day plan)

1. 30 days: Draft one-page executive, 90s sizzle, and a 6-slide deck for 1 project.
2. 60 days: Send targeted emails to 10 commissioners; follow up with a personalized call-to-action and offer a pilot option.
3. 90 days: Negotiate term sheet for pilot or limited run; prepare delivery workflow and analytics dashboard.

Final checklist before you hit send

• Is your one-sentence hook under 15 words?
• Does your sizzle open in 5 seconds and close with contact details?
• Is rights language clear and is there a fall-back (non-exclusive after window)?
• Have you attached a simple budget and a pilot option?

Closing: make commissioning easy to say yes to

Publishers that win commissioned deals in 2026 make it easy for commissioners to imagine success: short, evidence-led proposals, high-quality sizzles, and flexible commercial options. Use the template above, build one sharp pilot-ready pitch, and approach commissioners with concise options. The market is opening; platforms want trusted partners — be the publisher that reduces risk and increases upside.

Ready to pitch? Get the editable proposal & commissioning brief templates, an email script, and a sizzle checklist — download the kit or book a 30-minute pitch review with our editors to tailor the template to your show and market.

Call to action

Download the free proposal template and sizzle checklist or schedule a personalized pitch audit. Turn your content into commissioned deals — start your pitch kit now.

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