Chief Product Officer Mike Su Talks OTT Product, Original Video and Iterating Formats Based on Data
For mitu’s Chief Product Officer, Mike Su, OTT platforms fall into two categories — those who have an existing audience base and those who don’t, and the products you build around either scenario need to be focused on driving audience or creating “brand-defining pieces”. mitu, which creates entertainment for the Latino population, has differentiated by moving with measure into the OTT space, with both its original content and technology products that amplify and inform creative direction.
“The way we look at the business overall is that we have this social content feed that does two main things, it builds the brand and spreads it across [platforms] to a lot of poeple. The other part is understanding what our audience wants to consume,” said Su. “We see that as the top of the funnel. Then we try to build out the lower part of the funnel that has higher monetization opportunity. So, our OTT strategy is building on that.”
Su shares his vision on how to succeed in OTT and how to create an original programming slate that leverages social, digital and linear distribution, regardless of format.