“Media is evolving faster than ever,” says Yiğit Doğan Çelik, Chairperson and CEO of Merzigo, one of the leading monetization companies. We sat down with him to dive into the evolution of media, localization strategies, the rise of digital platforms such as Facebook and YouTube and discuss challenges like constant algorithm changes, content security, and copyrights. We also got an inside look at Merzigo’s achievements, what they offer, and their vision for the future.
I’d like to start with one of the most discussed topics lately: the transformation of media. Traditional media, streaming platforms, digital media, and the changes happening within digital media itself… Adapting to these changes is now essential for media companies of all sizes. As an expert in the field, how do you see the current state of media and digital transformation?
Yiğit Doğan Çelik: Media is evolving faster than ever. Broadcasters, streaming platforms, and digital media are all changing rapidly. But more interestingly, even digital media itself is undergoing rapid transformation. What we see today is not just a shift in platforms, but a transformation in content consumption behavior. I believe adaptation is no longer optional, it is necessary.
You mentioned that the digital world itself is also changing. We’re seeing platforms like YouTube and Facebook on the rise. What are your thoughts on this?
Yiğit Doğan Çelik: As we see in Nielsen’s “Defy Media’s Gravity Report, 2025” Connected TV usage is now all time high with around 41% of total TV usage. YouTube is #1 24,9% in total streaming followed by Netflix with 18,4%, which makes it the best monetization platform. YouTube and Facebook give great content diversification with billions of titles, reaching different consumer segments more effectively. Companies that understand and adapt to these shifts will thrive.
Media companies are trying to use YouTube and Facebook effectively. However, factors like algorithms, which heavily influence engagement, are constantly changing on these platforms. How can media companies keep up with these changes? What do you think are their biggest challenges?
Yiğit Doğan Çelik: The biggest challenge is unpredictability. Algorithms evolve frequently, what works today may not work tomorrow. Many media companies struggle because they mostly rely on outdated strategies. The key is “agility”. At Merzigo, we test and refine our strategy based on real-time data and adopt swiftly to algorithm changes. We track consumer behavior, engagement metrics and algorithm updates to adopt our strategy instantly.
How does Merzigo support its partners in this regard?
Yiğit Doğan Çelik: Our main objective is “revenue growth”. First, our partners achieve higher reach and engagement, followed by higher revenue. With our inhouse-developed technology platform and over 500 monetization experts, algorithms is not a challenge, it is a tool for us to reach a bigger audience. We provide “agility” needed by our partners. With our strategy, they gain long-term sustainability and a long-lasting revenue-stream. By working with Merzigo, our partners are not just keeping up with digital transformation, they are leading it.
YouTube and Facebook are among the most widely followed platforms across the world. As a result, localization has become more important than ever. In your opinion, what is the significance and impact of localization?
Yiğit Doğan Çelik: Localization is no longer just an added advantage, it’s the fundamental content growth strategy. We have seen with our real-time data that localization grows revenue by 2 to 15 times. At Merzigo, we provide comprehensive localization services, including subtitling and dubbing, allowing content owners to expand their reach significantly. True localization doesn’t just increase views, it also enhances community engagement and monetization. Our partners see a significant boost in their international revenue thanks to our efficient localization strategies.
One of the key topics in digital media is content security and copyright. Could you share some insights about this matter? How can content security be ensured? And where do we stand when it comes to transparency and the distribution of copyrights in the digital space?
Yiğit Doğan Çelik: Content security and copyright protection are among the biggest challenges in the digital era of media. At Merzigo, we take it seriously and we use advanced content ID and tracking systems to detect copyright violations, prevent revenue leakage and ensure maximum level of monetization. Our inhouse-developed technology platform is a great help in securing intellectual property rights and long-term value for rights holders.
As a monetization company, could you give us a brief look at Merzigo’s accomplishments so far?
Yiğit Doğan Çelik: Merzigo has successfully positioned itself as a leading premium content monetization company. Monetizing Turkish Drama Series with perfect localization strategies shows our success in the sector. We manage over 5.000 digital channels and upload over 6.000 videos to digital platforms daily. We have created more than 10 times greater revenue streams for some of our partners.
What are your global goals in the near future?
Yiğit Doğan Çelik: Merzigo is already a global company with its offices in London, Los Angeles and İstanbul, working with partners like The Walt Disney Company, Fremantle, Warner Bros Discovery from North America, Europe and Asia. We are now boosting our global reach and aiming to expand our partnerships with premium content owners around the world.
Finally, what advice would you give to media companies looking to succeed in the digital world?
Yiğit Doğan Çelik: As mentioned before, the key is “agility”. Media and digital media are evolving day by day. Traditional strategies will not help media companies to reach their goals. YouTube is now leading the streaming and media companies must include YouTube in their combined CTV strategy. With a deep understanding of platforms, media companies make algorithms work for their content and revenue stream.
