A few examples where commercial and/or broadcast rights would not be necessary:
internal marketing materials (corporate explainer vids are a big chunk of my business)
presentation materials (intro videos, guided tours, video demos, etc)
employee training videos
voice mail recordings
live show intros and outros (awards shows and other corporate events)
churches, charities, and other non profit projects
personal private events (birthdays, weddings, etc)
I agree that there aren’t many instances where a business or corporate client wouldn’t need commercial rights, but as you can see above, those do exist, and can be a substantial part of one’s income.
I also agree that most people don’t seem to understand the commercial/broadcast thing, and as such, I’m always willing to talk with them about it. If you explain it clearly, it doesn’t usually take very long to see eye to eye, because again - most projects will pretty clearly fall in one category or the other (commercial or non).
What I am not willing to do is pretend like it doesn’t matter, or isn’t important, just because it makes some potential clients uncomfortable, initially. If you’re using my work to promote your business or product for profit, then the price you pay needs to reflect that, and that’s what commercial use is all about.
I’ve thought about doing the multiple gig thing where I have one for commercial, one for non, maybe one for broadcast, and then everything is just baked in, but several potential problems arise there:
People who don’t understand the difference will just choose the cheaper option, and then I’ve no choice but to cancel the order, as there’s no way to justifiably add commercial rights.
Cheap people will choose the cheaper gig (even if they do understand the difference) and just hope I do the work anyway. I’m sure that’s happened to all of us, and again - I’m out of options at that point.
As was pointed out in a previous post, it can affect your search ranking. (What doesn’t anymore, yeah?)
It’s been my experience that most clients are fine with paying for rights (even if it’s after the order has been placed) as long as the need for them has been explained properly.