Wondering why so many video publishers have been implementing owned-and-operated (O&O) environments? By creating your own video app, you get full control of its content and cut out the middleman when distributing content to viewers. When done well, it's a strategy with serious potential for building engaged, sticky audiences.
So, what’s needed to make these platforms successful?
In the latest installment of our OTT360 webinar series, Backlight’s Joshua Yanus, StreamTV Insider’s Bevin Fletcher, and Outside TV’s Scott Burgess sat down to talk owned-and-operated strategy, tech, and best practice.
Watch the full 30-minute webinar on demand here, or read key insights from Joshua, Scott, and Bevin’s discussion below.
There is no single O&O strategy, but it generally involves content producers having their own app on mobile, on OTT, on smart TV, and on the web. Rather than piggybacking on a third-party network or platform, you launch your own hub where viewers come directly to consume your content.
You’ll typically keep producing videos for social media, third-party platforms, and your FAST channels. But the O&O environment is where you’re ultimately aiming to drive traffic.
In the webinar, Bevin points out nearly 40,000 distinct channels across streaming, FAST, and aggregators today, not to mention linear TV, social, and video platforms. Attracting and retaining audiences within this universe of content is incredibly challenging and competitive. And this is where an O&O comes in. Once viewers see they’ll get more value by signing up to your app, they become far more valuable to your brand.
Because you own the channel, you can:
During the webinar, Scott, Bevin, and Justin discussed various techniques and strategies that content creators can use to make their O&O a success. These include:
During the webinar, Scott, Josh, and Bevin discuss O&O strategies in detail, explain how O&O fits in with the growth of FAST channels, and also explore the kinds of technologies that publishers can use to build their owned-and-operated environment.
For more detailed insights into how to launch an O&O - and how to make your O&O strategy a success – watch the full on-demand webinar today.