Step 1: Master the Streaming Landscape (Before You Pitch)

Pitching your passion project without understanding the market is like trying to sell a winter coat in the desert. It just won’t work. Before you even think about writing an email, you need to know who you’re talking to and what they desperately need.

Know the Players: SVOD vs. AVOD vs. FAST

Not all streaming platforms are created equal. They have different business models, which means they buy different types of content.

• SVOD (Subscription Video on Demand): Think Netflix, Disney+, Max. They need high-quality, exclusive “event” content that makes subscribers feel their monthly fee is worth it. They often pay top dollar for the right project.
• AVOD (Advertising-Based Video on Demand): Think Tubi, Roku Channel, Freevee. They need a large volume of content to keep viewers engaged between ads. They are often more receptive to independent films, library content, and genre pictures with a built-in audience.
• FAST (Free Ad-Supported Streaming TV): Think Pluto TV or Xumo. These are linear-style channels. They need content that can fit into a programming block, like procedural dramas, sitcoms, or documentaries on a specific theme.

Your first job is to decide which of these buckets your content fits into. Don’t waste time pitching your niche documentary to a platform that only buys blockbuster action movies.

Step 2: Build an Irresistible Pitch Package

When you finally get a meeting, you have one shot to make an impression. A great idea isn’t enough. You need to present a complete, professional package that screams “low risk, high reward” to an executive.

It’s More Than a Script: Your Essential Checklist

A professional pitch package shows you’ve done your homework and are a serious partner. Make sure you have these assets ready to go:

• A Killer Logline: One compelling sentence that hooks them in.
• A Polished Script or Series Bible: The core creative product must be flawless.
• A Professional Pitch Deck: This is your visual business plan. It should include concept, world, characters, key art, and data on your target audience.
• A Top-Sheet Budget: Shows you understand the financial scope of your project.
• Key Creatives Attached: A director, showrunner, or lead actor can significantly de-risk the project for a buyer.

Step 3: Find the Right Content Buyers (This is the Secret)

This is where 99% of producers fail. They have a great project but no idea who to send it to. The “submissions@…” email address is a black hole. You need to find the specific person whose job it is to buy content like yours.

Stop Guessing, Start Targeting

Every major streaming platform has teams of people, often called “Acquisition Executives” or “Commissioners,” who are responsible for specific genres, regions, or content types (e.g., “Director of Independent Film, North America” or “Manager, Unscripted Originals, UK”).

Pitching your horror film to the executive in charge of kids’ animation is a waste of everyone’s time and makes you look unprofessional. You need to find the right name, title, and platform.

So, how do you do that?

You can spend months searching on LinkedIn, or you can use a professional content buyer discovery platform that gives you direct access to this information. The goal is to build a targeted list of 5-10 ideal buyers, not to spray and pray to 100.

Step 4: Nail the Pitch and Follow-Up

Once you have your target list, how do you approach them? A “warm introduction” from a mutual contact (like an agent, manager, or entertainment lawyer) is always best. But if you don’t have one, a carefully crafted “cold” email can work if it’s done right.

The Art of the Follow-Up

Your email should be short, professional, and personalized. Reference a recent acquisition they made that is similar to your project. Attach your logline and pitch deck, and ask for a 15-minute call.

If you don’t hear back, don’t panic. Executives are busy. A polite follow-up a week later is perfectly acceptable. A third follow-up a week after that is your limit. If you hear nothing, move on to the next name on your target list.

Step 5: Understand the Basics of the Deal

Congratulations! A buyer is interested. Now comes the negotiation. While you should always have a lawyer review any contract, you need to understand the basic terms to have an intelligent conversation.

Key Terms You Need to Know

Here are the core components of most streaming licensing deals. Understanding them will help you evaluate an offer.

You can get a better sense of market rates and deal structures by seeing what deals have been made for similar projects. Using a project tracker can provide invaluable intelligence before you even get to the negotiating table.