As the name suggests, Food Network Kitchen is a one-stop cooking app that helps users save and organize their favorite recipes, search recipes by ingredients one has at home, get curated meal plans, shopping lists and grocery delivery to take the stress out of meal planning and shopping.
It offers globally acclaimed content such as the series Pioneer Woman and Girl Meets Farm.
Where are they winning?
Technology is here to make your life simple, and that’s what Food Network Canada does perfectly.
The portal has integrated text, video and e-commerce perfectly. The text is in the form of recipes. The videos help the user use the text (recipe) to create the dish. If a viewer doesn’t have a particular ingredient, that’s where the e-commerce part steps in, as the user can shop for that and get it delivered to the doorstop through partnerships with retailers.
Food Network is also making sure it stays connected with its users by offering them ways to provide feedback on the recipes.
Then comes the focus on the user experience. The content is listed by recipe or chef which makes sure users can discover content easily.
Other than this convenience, like any OTT app, Food Network Canada, tops also in terms of content and availability. Its shows are available globally across the likes of Amazon Prime Video, Discovery+, and Global TV, and also on television in Canada.
Next growth areas
When on OTT, one needs to be present across geographies. Yes, as mentioned above that the shows are available on Amazon and Discovery, but it isn’t available as a standalone app in a lot of the global markets.
That’s one area that Food Network Canada can focus on and open up further monetization opportunities. Yes, it could have earned those dollars with deals with the likes of Discovery+, but we are always of the opinion that going direct-to-consumer is a better long-term solution. If you believe going D2C is cumbersome, we at Enveu are here to get rid of that thought and offer you solutions to take your content global.
Food Network Canada can also look at content syndication deals. Through this, the channel can post a few teaser videos on their own site and then push users to subscribe to either Discovery+ or their own OTT platform.
The combination of shows, content, in-app shopping, makes Food Network one of the ideal apps in the food content space. If you are in the food content space or looking to enter it, get in touch with us at Enveu. We’ll take that thought and action it so that you can start earning those dollars soon!