Content marketplace Vuulr is relaunching in the US as an end-to-end rights transaction platform following a change in ownership and leadership. The company plans to debut an AI-enhanced platform at Mipcom designed to automate content discovery and rights management for broadcasters and distributors.
The return of Vuulr as a US-based entity signals a shift toward digitizing the traditionally manual, relationship-heavy business of international rights trading. By integrating AI for localized delivery and discovery, the platform addresses the increasing pressure on distributors to monetize deep library catalogs with minimal overhead. Within the broader ecosystem, this move reflects a growing demand for B2B e-commerce tools that can handle the complexity of fragmented global streaming windows. Industry observers should watch the platform's MIPCOM 2026 AI integration debut in October to see if its 15,000-customer network successfully transitions to the new automated transaction model.
The platform's focus on unify fragmented streaming discovery aligns with broader industry efforts to streamline content navigation for global audiences, a challenge often exacerbated when broadcasters risk technical debt by building bespoke media integrations on SaaS. As online video platform monetization becomes a core infrastructure requirement, platforms like Vuulr are increasingly essential for managing complex rights workflows, similar to how AI scheduling tool implementations are transforming content management.
Vuulr has relaunched as a US-based entity under new ownership, transitioning from a simple marketplace to an end-to-end rights transaction infrastructure. By integrating AI for automated discovery and localized delivery, the platform aims to modernize the manual process of international rights trading for its 15,000 existing customers ahead of Mipcom.
Silvia Kusnirova acquired the Vuulr assets in 2024 and serves as chair. She has recruited co-founder Ben Flint as chief commercial officer, with Chris Drumgoole and Marc Rashba returning as advisors.
The platform aims to digitize and automate the traditionally manual business of international rights trading, helping broadcasters and distributors manage global catalogs more efficiently.
The platform is scheduled to make its debut at Mipcom in October.
The platform currently serves a network of 15,000 existing customers.
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