Tip #1: What is Owned Media on YouTube? Aaron Wysocki says that owned media is your distribution pipeline – how you deliver your product to market. On YouTube the primary place for owned media is your channel page, but he would also add playlists and InVideo programming and branded intros. Owned media is constantly changing on YouTube, so you need to stay ahead. The first thing you need is great content. Without great content you could do every earned media optimization trick and still not be very successful. You should know your targeted community to reach them. Understand where they are and where to find them. The most important part is to develop a plan and stick to that plan long-term. Rome wasn’t built in a day.