This round, Bon Appetit can showcase its own over-the-top channel for media buyers instead of pointing out a bunch of shows on its YouTube channel. That channel has 3.31 million subscribers, a fraction of the 13 million viewers who have signed up for BuzzFeed’s Tasty channel on YouTube.
Bon Appetit has a bigger YouTube audience than Tastemade’s 1.2 million subscribers or Food Network’s 595,000. Food Network, which is majority-owned by Discovery Inc., is understandably more focused on its cable programming.
By directly streaming its own programming to viewers, Conde Nast gains more control of its distribution and ad revenue. The channel’s initial sponsors include Cafe Appliances and Milk, as in the nutrient-rich, dairy beverage.
The Bon Appetit channel is available on major streaming platforms including Roku, Apple TV, Amazon Fire and Android TV.
Bon Appetit’s first show to go live is "It's Alive: Goin' Places," a spinoff of Brad Leone's "It's Alive" show on YouTube, which mostly focuses on food fermentation projects — hink kimchi, kombucha, sauerkraut or anything sitting in a refrigerator for months. The new show’s four first episodes look at a region's food, culture and specialties.
Pastry chef Claire Saffitz will host Bon Appetit’s Baking School that debuts this month. The first episode will look at cakes.
In April, the show "Making Perfect" will show test kitchen chefs making the perfect version of “iconic dishes.” It sounds like "America’s Test Kitchen" on PBS, which demonstrates the best techniques for making popular foods at home.
Conde Nast also acquired all three seasons of "The Naked Chef," the British cooking show starring chef Jamie Oliver.
Last year, Conde Nast started an OTT channel for Wired, its tech and culture magazine and website, and plans to start a GQ channel this year.