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How Content Distribution to MSN Start Works
MSN Start is one of the largest content distribution platforms most publishers don’t actively think about until they encounter it directly. It isn’t a social platform, and it isn’t built around subscriptions, creators, or posting cadence. It’s a large-scale content discovery system designed to surface relevant video and editorial content to users across Microsoft’s ecosystem. Microsoft Support
For publishers with established video libraries, MSN Start is not a primary publishing destination. It’s a secondary distribution layer, one that allows existing content to reach new audiences and generate incremental revenue without requiring new production.
This article explains what MSN Start is, how content distribution works in practice, how monetization is structured, and what actually matters when distributing content at scale.
What Is MSN Start and Where Content Appears
MSN Start is Microsoft’s content discovery platform. It aggregates video, news, and editorial content across categories such as science, aviation, military history, technology, and education.
Content is distributed across Microsoft-owned surfaces including Microsoft Edge, Windows feeds, mobile apps, and recommendation modules. Discovery is driven by relevance and viewer behavior rather than followers or upload timing. Wikipedia
Because distribution is interest-based, strong content can reappear repeatedly over time instead of peaking once and fading. Evergreen libraries benefit most from this structure, as older content can resurface months after its original publish date if it continues to perform well. Microsoft Support
What Content Distribution to MSN Start Means?
Content distribution is the process of republishing existing content to additional distribution channels while maintaining ownership.
When content is distributed to MSN Start, it is licensed for placement within Microsoft’s ecosystem. The original publisher retains full intellectual property rights. The content is not sold or transferred. It is distributed.
The goal is reach and monetization beyond the original platform. Microsoft Support
It’s important to note that MSN Start is not an open publishing platform. Content cannot be uploaded directly by individuals or publishers. Distribution happens exclusively through approved distribution partners who meet Microsoft’s quality, compliance, and scale requirements. ITBM operates within this partner ecosystem, alongside a limited number of other authorized distributors. Microsoft Learn
What Gets Optimized During Content Distribution?
Optimization for MSN Start is not about rewriting or restructuring the core content.
At ITBM, optimization primarily means ensuring the content meets MSN’s publishing and quality guidelines. This includes metadata cleanup, title and description alignment, formatting consistency, language requirements, and contextual accuracy.
The objective is to ensure the content is correctly categorized, discoverable, and suitable for the environments in which it appears. Microsoft Support
Monetization and What Drives Revenue
MSN Start operates on a revenue-share model.
Revenue is generated through advertising shown alongside or within the content. Payouts are driven by CPMs and RPMs, similar in structure to YouTube, and are influenced by ad impressions, completion, and viewer engagement. Microsoft Support
There are no flat licensing fees. Performance directly impacts revenue.
Watch time and ad engagement are the primary drivers. Views help distribution, but sustained viewing determines how content is monetized and how often it continues to be recommended. Microsoft Support
Performance Patterns and Content Fit
On a per-1,000-views basis, monetization can be comparable to YouTube. Some categories perform better on YouTube depending on advertiser demand, while others perform equally well or better on MSN Start, particularly long-form, informational, and factual content.
Results can be steady or come in spikes. Some content generates consistent baseline revenue over time, while other pieces resurface periodically when they re-enter recommendation cycles. Catalog depth plays a significant role in overall consistency.
From our experience, certain patterns are clear. Long-form videos tend to outperform short-form. Larger content libraries perform better than limited catalogs. Clear narration and strong audio matter. Genres such as military history, aviation, science, and educational formats scale more reliably. Microsoft Support
About In The Black Media
In The Black Media focuses on content distribution and strategic distribution. We work with publishers and content owners to extend the lifespan, reach, and monetization of existing libraries through platforms like MSN Start.
To date, we’ve distributed well over 10,000 hours of content across multiple distribution platforms, including MSN. That scale gives us clear insight into what works, what doesn’t, and how content performs once it moves beyond its original platform.
Our role isn’t to change content. It’s to place it correctly, optimize it for distribution standards, and ensure it continues to generate value over time.
Strong content already exists. Content distribution ensures it keeps working. ITBM