Perpetual usage rights

Perpetual usage rights mean a brand can use a creator’s content forever, with no expiry date, instead of for a limited time window.

It’s the broadest form of a usage-rights clause — once granted, the brand doesn’t need to renegotiate or pay again to keep using the same content years later.

• Price it well above a time-limited license — perpetual rights are worth substantially more than a 6- or 12-month usage window.
• Be cautious about granting perpetual rights to content featuring your likeness, since you lose the ability to ever restrict or renegotiate that specific use.
• Clarify whether "perpetual" also includes future ad formats and channels that don’t exist yet, or only the channels named in the contract.