3| Success factor: combination of channel and content
The entire user potential can be leveraged with a
multi-channel strategy
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DISTRIBUTION CHANNELS
AT A GLANCE
INTERNAL
EXPLOITATION
CHANNELS
EXTERNAL
EXPLOITATION
CHANNELS
Own channel
Own websites
Etc.
YouTube channels
Multi-channel
networks
Own vertical
networks
VoD/AoD/streaming
licensing
Content windows
Apps for secondary
exploitation
Content partnerships
Direct access
Search portals
(e.g. Google)
Direct access
Access via feed
platforms
• Search
portals
• Social media
• Multichannel
networks
• Portals to
reach people
• Other
Primary
interest in
the
content
Interest in
subjects
that
match the
provider’s
content
DIRECT
ACCESS
(limited
potential)
INDIRECT
ACCESS
(significant
reach
potential via
mediation
platforms)
Companies have to assume that
the customer cannot always know
or find the offered content directly,
i.e. through their own exploitation
channels.
Instead, customers search far more
frequently for their content
preferences and find what they
want on various channels.
That is why it is advisable to place
own content on suitable external
exploitation channels.
These external sources can then be
used as a feed platform for a
provider’s own channels by means
of skilful linking.
Other
User flow