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Creators have been distributing their YouTube videos to MSN for a while now. It seemed like the platform had potential with a huge audience (2 billion+), almost no competition, and had just recently opened the door to user-generated content.
But even with that in mind, no one expected it to perform this well.
We've been testing video distribution to MSN for months. In all cases, creators got strong additional income. Sometimes higher than they had on YouTube. Let’s talk about one of those stories.
From Stagnation to Explosion: The DIY Case on MSN
When this DIY creator came to us, they were already operating a substantial YouTube channel. Their niche is homemade inventions. Creative problem-solving with basic tools, clever builds from recycled materials, and smart life hacks with a bit of entertainment sprinkled in.
Their audience was loyal, and the views were solid. But in December 2024, something shifted, and not in a good way.
From December 1 to 31, their YouTube performance dropped significantly:
- Impressions: 1.5M (down 25% from previous period)
- Views: 134.5K (down 40%)
- Unique Viewers: 100.9K (down 44%)
- A flat graph with only minor spikes around Dec 5 and Dec 15
Click-through rate improved slightly (up to 5.4%), but it wasn’t enough. Fewer people were seeing the videos, and even strong thumbnails couldn’t fix discovery issues. And then we added their videos to MSN.
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The MSN Effect: 17M Views, Zero New Content
We distribute the video to MSN and optimize it for the platform for better performance. The same videos that were struggling for attention on YouTube were delivered right into the Microsoft ecosystem: Bing search results, Microsoft Edge tabs, Windows widgets, and the MSN app.
The outcome is that between October and December 2024, we saw that something incredible happened on MSN:
- 17.2 million views
- 7.1 million engaged views
- 844 million seconds watched (nearly 9,800 days of consumed video)
- Two massive spikes in December, each creating millions of views
- 10,768 likes, 937 comments
Not one of those videos was new. It was placing the right content in the right ecosystem.
While YouTube metrics dipped, MSN took off like a rocket.
Why This Worked So Well (and Why It Keeps Working)
This case wasn’t random. It followed the same trajectory we’ve seen with other creators we’ve brought to MSN. Here’s why:
- Built-in Distribution Means Zero Discovery Friction
On YouTube, everything fights the algorithm. On MSN, content is surfaced directly in front of people who are already browsing news, tech, or lifestyle topics. Your video appears next to trending headlines or as a tile when someone opens their browser.
- No Monetization Thresholds
There’s no watch-hour minimum. No 1,000-subscriber checkpoint. Monetization begins the moment your content goes live. For many creators, that’s a new experience.
- Low Competition
MSN’s audience skews older and more professional, and advertisers know it. And since this platform is still in its early days for creator content, early adopters get premium placement.
- Global Exposure Without Extra Work
MSN distributes content across international Microsoft properties. That means videos are shown in multiple regions.
- The Right Partner Handling Everything
But MSN is invite-only. You can’t just sign up and upload your videos. You need a certified distribution partner.
As an official MSN partner, AIR Media-Tech handled all aspects of the video distribution on the MSN service:
- Platform compliance
- Metadata optimization
- Strategic placement
You apply to distribute your videos on MSN, and if your content qualifies, we take it from there.
- No algorithm chases
- No new production
- No delays in monetization
Just video distribution and the reach your videos actually deserve. So, contact us today and let’s start your journey on MSN!
If You Had a Second YouTube in 2008, Would You Join?
If your content already performs well on YouTube but you want to build new income streams without doubling your workload, MSN is where you need to go next. There are very few creators now; it's like starting YouTube 17 years ago, and yet the audience there is huge.
And if you want to get there, we’ll be your guide. 17M new views on a content you already made isn’t impossible because it’s already happening.
Let’s make it happen for you, too. Join AIR Media-Tech today and let your content work twice as hard, without you doing the same.
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