I’m a TV Network – Do I Need My Own App?
Nowadays, many playout providers offer a bespoke app as a value-added service when launching a TV network. It helps them stand out from competitors. But is it the right choice for every broadcaster?
Why You’d Want Your Own App
In a fragmented broadcasting industry, the idea of total control over your broadcasts is appealing. You have final say on branding, build a direct relationship with viewers, and can explore new monetization options. Since many playout providers deliver App-as-a-Service, it may not be overly labor intensive.
Who Is Your App For?
Discoverability remains one of the biggest challenges when expanding. If you’re already on traditional platforms, a QR code that directs viewers to download your app can be powerful. You can verify satellite viewership, for example, and guide audiences into a distribution channel you fully control. For faith broadcasters, this can also support revenue through donations. Though you might correctly question: if a viewer is happy watching me on our current platform, why create a new one? Your app needs to offer something that viewers actually want that they can't already get.
And if you’re just starting out, you must ask: how will people find your app, and why would they download it? App download figures are only partially public, but it's not uncommon to see the apps associated with even established broadcasters languishing in the low hundreds of downloads.
Is a Bad App Better Than No App?
Remember that “an app” actually means multiple apps across platforms. Some markets require careful targeting. For instance, investing heavily in Apple TV or Roku apps makes little sense in regions where most viewers use handheld Android devices.
Launching across operating systems and thousands of devices is complex. Even major streaming apps have bugs, occasional crashes, or buffering issues. There is a risk to your reputation if you promote an app with a frustrating user experience.
Before meeting potential new clients, I always download their app. It’s surprising how frequently I have to report that I tried to stream their channel but it simply didn’t work. Too many broadcasters market an app that isn’t ready. Mission-driven broadcasters are fortunate that their audiences tend to be more forgiving. But if you start expecting people to pay or donate, they're now your customer, and they have a right to be demanding.
What’s the Alternative?
As a broadcaster, focus on your core strengths. You don’t have to manage your own app if resources are better spent elsewhere. A well-designed website with a simple prompt for users to add it to their home screen can serve as a lightweight alternative that works across devices.
The prestige of having your own app is tempting and can form part of a broader strategy. But it’s not essential for everyone. It requires ongoing attention, updates, and a clear purpose.
At ZipWave LLC, we help broadcasters evaluate the full picture and choose the right mix of distribution options. Visit zipwavetv.com to learn more about our services and fill out the form for a free consultation.