How Bon Appétit Is Driving Engagement and Revenue with Its OTT App
Food lifestyle brand Bon Appétit has developed a recipe for viral long-form video series on YouTube, with its Test Kitchen editors starring as hosts. In 2018, the Condé Nast publication tripled its audience on the platform to more than 3 million subscribers, a number that has since grown to more than 3.9 million. The brand’s YouTube success – and its audience’s viewing habits – led Condé Nast Entertainment to launch a free Bon Appétit OTT app this February.
Many viewers were already using YouTube’s OTT apps to watch series on a connected TV or game console in their living rooms, says Matt Duckor, vice president of video at Condé Nast Entertainment. Their high engagement was also consistent with what Duckor considers “TV viewing habits.” Last month, Bon Appétit saw an average view duration of more than 11 minutes on YouTube.
“We figured if we could create and curate an experience on our own OTT app that showcased our content in a way that was consistent with how people are looking at content on Netflix and other players in the OTT space, then we could create a nice experience that would complement what we’re already testing and doing on YouTube and with other partners,” says Duckor, who oversees programming for Bon Appétit, Condé Nast Traveler, Epicurious, and Architectural Digest.
Leah Wynalek is the senior editor for Publishing Executive and Book Business. She has worked at national magazine publishing companies including Trusted Media Brands and Rodale, where she assisted in digital content creation and strategy for Prevention.com. More recently, she used her multimedia skillset on behalf of clients as a content specialist for Philadelphia-based marketing agency En Route.