“In perpetuity, in all media, worldwide”: three phrases that impact the value of your content

What these common contract terms mean, what they give a brand permission to do, and how to negotiate usage rights that reflect the deal.

Last updated: 22 October 2026

The short answer: “In perpetuity” means there is no end date. “In all media” covers a broad range of formats and channels. “Worldwide” covers every market. Together, these phrases can give a brand very broad permission to use your content, potentially long after the original campaign has ended.

That doesn't mean you should automatically reject them. It means you should understand what you're agreeing to, what the brand actually needs, and whether the fee reflects the scope of use.

Why usage rights matter

Imagine a brand offers you a fee to create three TikTok videos. The brief makes sense, the fee looks fair, and you're ready to get started.

Then you reach the usage clause:

“The brand may use the content in perpetuity, in all media, worldwide.”

It might look like standard contract wording. And it is common in brand agreements. But it could also give the brand permission to use your work far beyond the campaign you agreed to create it for.

Before you sign, it's worth understanding what those words mean.

The fee you charge to create content and the fee a brand pays to use it are two different things.

Creating a video takes your time, skill and creative judgement. Licensing that video gives a brand permission to use it for a particular purpose, over a particular period and in particular places.

Consider the difference between a video published organically on a brand's TikTok account for three months and that same video used in paid advertising across multiple platforms and markets for years.

The content hasn't changed. But the value the brand gets from using it has.

That's why usage rights matter. They help define what the brand can do with your work, and they should be reflected in the price.

When a contract grants broad rights without a separate usage fee, you may be agreeing to far more than the original brief suggests.

What the three phrases actually mean

Each phrase expands the scope of permission a brand may be asking for.

"In perpetuity"

Definition: No end date. The agreed use may continue indefinitely, potentially years after the campaign ends.

What to check: Whether the content will run across a fixed term, such as 3, 6 or 12 months, with an option to extend for an agreed fee.

"In all media"

Definition: Broad permission across formats and channels, potentially including organic social, paid advertising, websites, print and television. The exact scope depends on the contract.

What to check: Which platforms, channels and types of use the campaign actually needs.

"Worldwide"

Definition: Permission to use the content across all geographic markets.

What to check: Specify the countries or regions where the campaign will run, such as the UK or the UK and Ireland.

You don't need to refuse every broad request. A brand running an international campaign may genuinely need worldwide rights. A long-running advert may justify a longer licence.

The important thing is to make sure the contract reflects the intended use, rather than granting more permission than the campaign requires.

Other contract terms to watch for

The three phrases aboveoften appear alongside other wording that can widen the rights a brand is asking for.

Irrevocable

This can mean the permission granted cannot be withdrawn, even if your working relationship with the brand ends. Check what the contract says about termination and whether any rights can be withdrawn in specific circumstances.

Royalty-free or fully paid

These terms can mean the brand owes no additional royalties for the uses covered by the agreement. Check whether the original fee covers a defined licence or a much broader set of uses.

Transferable or sub-licensable

This may allow the brand to pass usage rights to other parties, such as agencies, retailers or commercial partners. Ask who can use your content and for what purpose.

Modify, adapt or edit

This gives the brand permission to change your content within the scope of the agreement. If AI tools or new versions of your content are a concern, clarify whether the contract covers those uses and what limits apply.

Assign or all rights

These terms may relate to ownership rather than permission to use the content. An assignment can transfer ownership, while a licence grants permission to use content under agreed conditions. They are not the same thing. Before signing, make sure you understand which rights you're giving up and which you retain.

The wording matters in every case. A single term doesn't tell you everything about the agreement, so read the full clause rather than relying on a label.

Why brands ask for broad rights

A broad usage clause doesn't necessarily mean a brand is trying to take advantage of you.

Sometimes it's simply the wording in a standard contract template. Sometimes the brand wants flexibility to run a successful campaign for longer, use the content on another channel or expand into a new market without renegotiating the agreement.

Those are understandable business needs. But they don't automatically mean the brand needs unlimited rights, or that those rights should be included in the original creation fee.

You can make the conversation straightforward by asking what the brand plans to do with your content. Once you know the intended use, you can agree on the rights it needs and price them accordingly.

How to negotiate usage rights

You don't need to turn every contract into a lengthy negotiation. Start with a few practical questions.

1. Ask how the content will be used

Find out which platforms the brand plans to use, whether the content will be organic or paid, which markets it will target and how long the campaign will run.

If the brand doesn't know yet, agree on a reasonable initial scope and a process for extending it.

2. Match the contract to the campaign

Put the agreed term, channels, markets and types of use into the contract.

If the brand wants to expand its use later, the agreement can set out how that extension will be approved and priced.

3. Price creation and usage separately

Your creation fee covers making the content. Usage rights cover the permission the brand receives to use it.

Keeping these separate makes it easier to understand what you're charging for and how a change in scope affects the fee.

Paid advertising, longer usage periods, wider geographic coverage and exclusivity can all affect the value of the rights being granted.

4. If the brand needs broad rights, price them accordingly

Perpetual, worldwide usage can be part of a deal. The question is whether the fee reflects the breadth of the permission you're granting.

If a brand needs to use your content across multiple channels and markets indefinitely, that is a different proposition from a six-month social campaign. Your pricing should account for that difference.

5. Agree on extension fees upfront

A successful campaign might need another six or twelve months. Rather than leaving the renewal price open, agree on how an extension will be priced before the initial term begins.

This gives the brand a clear route to continue using your content and gives you a basis for charging for that continued use.

6. Check the final contract

Make sure the signed agreement reflects what you discussed. A promise made on a call or in an email may not be enough to protect your position if the contract says something different.

If you're unsure what a clause means or how it affects your rights, ask a qualified lawyer or your union for advice.

What a narrower usage clause could look like

Here's an example of how broad wording could be made more specific.

Before:

“The brand may use the content in perpetuity, in all media, worldwide.”

After:

“The brand may use the content for organic and paid social on TikTok and Instagram in the UK for six months from first publication. Any additional use, extension of the term or expansion into other territories must be agreed in writing and paid for separately.”

The revised clause gives both sides a clearer starting point. It defines the channels, territory and duration, while leaving room for the brand to agree and pay for additional use.

This is an illustrative example, not a clause suitable for every agreement. The final wording should reflect the deal and the wider contract.

How to put a price on usage rights

Knowing what to negotiate is one part of the process. Knowing what those rights are worth is another.

That's where TrueRates, the usage rights calculator inside TrueRights, comes in.

TrueRates helps creators price usage based on the scope of the rights being requested, including:Duration: how long the brand can use the content.

• Duration: how long the brand can use the content.
• Region: the markets covered by the licence, across five regions and 181 countries.
• Media and channels: the platforms, formats and types of use included.
• Paid or organic use: whether the content is published organically or used in paid advertising.
• Exclusivity: whether restrictions on working with other brands apply.
• Production type: whether the content is traditionally produced or AI-generated.

You can compare the rights a brand has requested with a narrower scope that better reflects its campaign. That gives you a clearer basis for discussing the fee, rather than negotiating from a single number without understanding what's included.

TrueRates also supports performance-based pricing. Instead of charging one flat fee for usage, you can price rights according to the impressions served in paid media. This can link your usage fee to how extensively the brand distributes your content.

Once you've agreed on a rate, you can export usage rights clauses for your contract.

If a brand sends its request through your Talent Profile, the brief and budget can carry through to the deal, helping you move from the initial request to a TrueRates costing. Your TalentRights preferences can also set out how you're willing to have your content and likeness used, including AI-related permissions, where supported.

The aim is simple: understand the rights being requested, put a price on them, and make sure the agreement reflects what both sides have agreed.

Get started with your next deal

The next time a brand sends you a contract, look for the usage clause before you sign.

Check how long the brand can use your content, where it can use it, which channels are covered and whether it can pass those rights to someone else. Then compare that scope with the campaign you've actually discussed.

If the contract grants more than the brand needs, ask for a narrower licence. If the brand needs broader rights, make sure the fee reflects them.

Your content has value beyond the work it takes to create it. Your usage rights should reflect that.

Join TrueRights and create your Talent Profile to bring briefs, budgets and pricing into one place.

New to TrueRights? Start with our guide to What is Talent Profile?.

This article provides general information for creators in the UK. It is not legal advice. Contract terms can have different effects depending on their wording and context. If you're unsure about an agreement, seek advice from a qualified lawyer or your union.

Frequently asked questions

What does “in perpetuity” mean in a creator contract?

It means the agreed rights have no end date. Depending on the contract, the brand may be able to continue using your content indefinitely. Check whether the agreement limits the permitted uses in other ways.

Is “in perpetuity, in all media, worldwide” standard wording?

It's common in brand contracts, but common doesn't mean you have to accept it unchanged. You can ask for a defined term, named channels and specified markets that reflect the campaign.

Can I agree to perpetual, worldwide usage rights?

Yes. The important question is whether the scope of those rights is clear and the fee reflects the permission you're granting. You should also check whether the agreement allows the brand to edit, transfer or sub-license the content.

What does “now known or hereafter devised” mean?

This wording generally aims to cover media and formats that exist now as well as those developed in the future. Check how it is used in the full clause and what other limits apply.

How do I work out what broader usage rights are worth?

Consider the duration, territories, channels, paid or organic use and any exclusivity requirements. These factors help define the scope of the licence and its value. TrueRates helps you price those variables and compare different usage scenarios.

Does granting usage rights mean I give up ownership of my content?

Not necessarily. A licence gives a brand permission to use content under agreed conditions. An assignment can transfer ownership. The contract wording determines what you're agreeing to, so check carefully before signing.

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