The Owned Media Thesis
Companies should own the media their target customers already choose to consume, not just rent attention from platforms and creators.
I write about buying, building, and operating YouTube-native media businesses.
I've spent most of my working life inside YouTube businesses — first around creators, then inside channel operations, then as an operator and buyer.
This site is where I write about what I'm seeing from that side of the market: how channels are acquired, how they break, how they compound, and how YouTube can become something more useful than another content calendar.
The Most Overrated Word in YouTube Strategy
Ideas matter on YouTube. But the industry has turned ideation into a caricature. The real advantage is the factory behind the idea.
The Best YouTube Channels Usually Look Broken
Perfect YouTube channels are expensive. The interesting ones usually have proven audience demand and obvious fixable problems.
Start with the essays
If you care about YouTube as a business asset — as an owner, buyer, operator, or founder trying to build owned media — start here.