What type of media does a YouTube video on your company's channel fall under in the PESO model?

A YouTube video on your company's channel is classified as owned media within the PESO model. Owned media refers to any content that an organization creates and fully controls. This includes a company's website, blogs, social media profiles, and, importantly, its own video content hosted on platforms like YouTube.

In this context, since the company has direct ownership over the content it produces and shares on its YouTube channel, it represents an opportunity for the organization to communicate its messages without intermediary filters, allowing for brand storytelling directly to its audience. The company can dictate the style, message, and frequency of the content, making it a fundamental tool for building brand identity and engaging with the audience.

Paid media would involve purchasing ad placements or promotions to gain visibility, while earned media refers to publicity gained through efforts such as press coverage and social media mentions not paid for or owned. Shared media typically encompasses content that is distributed through social media channels and can include user-generated content. Therefore, a YouTube video created and hosted by the company itself fits squarely within the realm of owned media.