After having fulfilled various roles in marketing and sales, Jonatan de Boer (partner, 1986) brought the fast-growing German startup 'Mediakraft' to the Netherlands in 2013. As a MultiChannel Network (MCN), this company bundled hundreds of YouTube channels, creating an interesting proposition for YouTubers and for advertisers. In addition, Mediakraft produced several proprietary formats on YouTube and initiated extensive influencer marketing campaigns and video productions on Instagram, Snapchat and TikTok.
Jonatan sold Mediakraft's Dutch and Belgian division in 2016 to television producer MediaLane. From this acquisition, the company emerged as a social studio. Customers such as Coca-Cola, The Walt Disney Company, Talpa, Telenet, NPO and Vodafone were provided with innovative productions and influencer marketing campaigns. In 2018, Jonatan left MediaLane to join Los Angeles-based tech startup 'Bird' to lead their Northern European operation until Bird's IPO in 2021. Jonatan now advises media companies and public figures on their digital media strategy, content, formats and positioning. Including social media, podcasts and VOD.
Recently, Jonatan was appointed via 3Rivers as interim COO at BumaStemra and as interim Broadcast Director at NEP, where he merged the Multicam and ENG divisions into a single Broadcast Services department.
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Jonatan de Boer
The Future of Media
When we launched one of the first European MCN's 15 years ago, the narrative was simple: it was YouTube versus Linear TV. We were the disruptors, and broadcast TV became traditional media.
But looking at the industry today, that era feels like a lifetime ago. We've moved from a 'two-horse race' to a total fragmentation of attention. In the next few minutes I'll talk you through that evolution, and share why I believe the biggest disruption is actually yet to come.
The Battle for the Eyeballs (2016-2017)
Fast forward to 2016, we entered a new battle of attention; the Creator Economy. Suddenly, it wasn't just YouTube, but also Instagram, Snapchat, and a newcomer called Musical.ly (later TikTok) marked the start of platform cannibalization. TikTok and Instagram weren't just eating into the remaining linear TV time; they were fighting YouTube for every second of the youth's attention. YouTube’s monopoly on digital video was over, while older audiences were finally discovering YouTube, the kids were moving toward hyper-short-form.
This was the moment 'traditional' YouTube videos (the 10-to-20-minute formats) were suddenly seen as 'Long-form.' The definition of patience was definitely changing. And not just among the younger demographic.
Convergence
Today, we see a fascinating (and perhaps slightly alarming) trend: Platform Convergence. Every platform is starting to look exactly like its competitor. YouTube has Shorts, Instagram has Reels, TikTok is pushing into longform, Netflix is experimenting with short clips and Spotify is actively pushing video content. Everyone is fighting for the same 'scroll.'
Simultaneously, the high-end VOD market, with Netflix, HBO, Disney+, Prime Video and Apple TV exploded, alongside the renaissance of audio through podcasts and audiobooks. We are consuming more content than ever before in human history, but it is more fragmented than we could ever imagine just one decade ago.
This leads us to a question we frequently discuss at 3Rivers: (How) can traditional media companies keep up with this velocity?
If broadcasters and production houses are still struggling with a 'Streaming First' mindset, how will they survive this “attention Economy” reality? Take the BBC, for example. Just recently, they announced a landmark partnership with YouTube to produce bespoke, original programming specifically for the platform. Not just clips, but full shows designed for a YouTube-native audience.
When the world's leading public broadcaster admits they can no longer reach the next generation through their own front door, you know the gatekeeper era is officially over. They aren't just 'posting' on YouTube anymore; they are building for it. And it’s not just about content; it’s about infrastructure...
In the US, YouTube is effectively becoming the new 'Cable Company.' Through YouTube TV, they are bundling over 100 linear channels, and by poaching the NFL Sunday Ticket from traditional satellite TV, they’ve secured the ultimate 'must-have' content. They aren't just competing with broadcasters anymore; they are replacing the entire distribution chain.
And we haven't even seen the full storm yet. We are looking at:
- Live Shopping: Platforms like Whatnot and TikTok Shop are turning entertainment directly into commerce.
- And Micro-Dramas: Apps like ReelShort or PineDrama (Also TikTok Owned) are producing professionally produced fiction in 1-minute vertical episodes.
These are not just experiments. The micro-drama industry alone is projected to reach $26 billion in annual revenue by 2030. We are seeing startups in this space valued at hundreds of millions of dollars before they even have a full library.
So If YouTube is the new cable company, Netflix is not slowing down, TikTok stars are the new Hollywood studios and drama is shortened to 1 minute vertical content... then where does that leave the traditional industry? That’s the question I’ll be tackling this year for us and our clients. A fascinating puzzle, and I’m enjoying every piece of it.
New Partner and Top Executives Join the Team
Appointment of Jonatan de Boer as Partner
Jonatan de Boer, who joined 3Rivers in 2022, has been appointed as a partner. He is well-known for his pioneering role in social media and digital strategy; in 2013, he introduced the first scalable business model for social media influencers in the Benelux. Recently, Jonatan has taken on various interim roles, including COO at BumaStemra and Broadcast Director at NEP. Together with Meindert Landsmeer, he will oversee the daily management of 3Rivers.
Oege Boonstra Steps Back from Daily Operations
One of the two co-founders, Oege Boonstra, will reshape his involvement with 3Rivers by taking on the role of non-executive chairman. Although stepping back from daily operations, he will continue to support 3Rivers as chair of a newly established international advisory board. His strategic insight and experience remain invaluable to 3Rivers and its clients.
Janey van Ierland and Charlotte van Weede Join the Team
As of January 1, both Janey van Ierland and Charlotte van Weede have joined 3Rivers. Janey was most recently Netflix’s first Content Executive for the Benelux, later expanding her responsibilities to Scandinavia. Prior to that, she founded Nummer19 Management and played a key role in shaping the (international) careers of talents such as Carice van Houten and Halina Reijn. Her expertise in talent management and content strategy is a perfect match for the ambitions of 3Rivers.
Charlotte has built an impressive career in the media industry. She started as a Film Sales Executive in London and went on to lead international sales teams for commercial and award-winning films (Spotlight) and hit formats (The Voice) at companies such as Protagonist Pictures, eOne Entertainment, Global Road, and ITV Global Entertainment. Most recently, she was Managing Director at producer Lemming Film. Her broad expertise in sales, distribution, and operational management is a valuable addition to the team.
Jonatan de Boer met Tess Scholten en Britt Messing over Gen Z
Jonatan bracht in 2013 het Multi Channel Network Mediakraft naar de Benelux en was daarmee de eerste die hier op grote schaal een business model introduceerde voor social media influencers. Vandaag de dag geeft hij advies aan allerlei publieke figuren en organisaties over hun (social) media strategie, was hij recent interim COO bij Buma/Stemra en vervult hij nu de rol van interim Director Broadcasting bij NEP.
Tess en Britt startten zo’n 3,5 jaar geleden For You Agency. Dit begon met het managen van TikTok-creators maar is inmiddels uitgegroeid tot een allround social media marketing agency dat merken helpt om Gen Z te begrijpen, te bereiken en zich daarmee te verbinden. For You Agency doet dit door social media accounts te beheren, creators te managen en allerlei campagnes te bedenken en te produceren.
- Waarom groeit TikTok van alle social media platforms het snelst, voornamelijk in de jongste doelgroepen?
- Wat is het grote verschil tussen het media maken met en voor Gen Z, ten opzichte van bijvoorbeeld Millennials?
- En welke (media)bedrijven begrijpen dit spel? Welke nog niet? En waar zit dat in?
De antwoorden hoor je in de 3Rivers: Joost Mag Het Weten podcast