Understanding Online Video Platform Content Strategy Using Content Mapping

DOI

10.2991/978-2-494069-77-0_58How to use a DOI?

Keywords

ott platform; content planning; online video platform; content mapping; new media

Abstract

This research aims to determine how online video media organizations manage their content strategy. The subject of this research is an online video platform based in Indonesia called VIDIO (www.vidio.com). Content mapping was performed in this study to identify how the content team on VIDIO manages its content to meet the expected performance. The research was conducted in the participatory method, where the researcher worked as head of content operations on VIDIO. Based on the content mapping, this research found two layers of visible and invisible content categories used by the content team in content management. Categories on the visible layer have been pre-defined since the platform was established. At the same time, a content team makes categories on an invisible layer based on approaches of content “monetization,” content “producer,” content “aggregation,” and content “curation”. This study found a model used by a content team to perform content strategy by combining the invisible and visible layers. One set of combinations in this model can be used singularly or consecutively by applying the set of models one at a time or in parallel, where the set of models is applied simultaneously. Content strategy using the model suggested in this research might apply to any online video platform.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Afgiansyah
PY  - 2022
DA  - 2022/12/30
TI  - Understanding Online Video Platform Content Strategy Using Content Mapping
BT  - Proceedings of the 7th International Conference on Social and Political Sciences (ICoSaPS 2022)
PB  - Atlantis Press
SP  - 432
EP  - 442
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-77-0_58
DO  - 10.2991/978-2-494069-77-0_58
ID  - 2022
ER  -