Hey there, I'm Joshua T. Berglan. The idea that creators should pay for placement on platforms like Apple TV, Roku, or Amazon Fire TV highlights a core tension: trading control and revenue for reach. Self-hosting flips the script, putting you in charge. Let's break down why it's often the smarter, more sustainable choice for independents.
The Hidden Costs and Fees of Third-Party Platforms
Distributing content on major platforms involves developer fees, revenue cuts, and app development costs. These can eat into 30% or more of your earnings, making it feel like you're renting space in someone else's empire rather than building your own.
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Developer and Submission Fees: Getting started requires paying for access. The Apple Developer Program is $99/year, and custom Roku or Fire TV app development can cost thousands. ( Source )
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Revenue Shares and Monetization Cuts: Platforms like Apple, Roku, and Amazon take a significant slice (typically 20-30%) of your earnings from subscriptions, rentals, or in-app purchases. ( Source )
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Ecosystem Lock-In: You're restricted to a specific audience and compete in a crowded marketplace where algorithms favor established players. ( Source )
A creator with 10,000 subscribers at $5/month could lose $180,000 annually to platform cuts alone.
Risks of Relying on Third-Party Platforms
Beyond costs, these platforms introduce vulnerabilities that can derail your business overnight, as they prioritize their profits and policies over yours.
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Loss of Control & Censorship: Platforms can flag, remove, or bury your content due to strict rules or algorithm changes, risking deplatforming and cutting off access to your audience. ( Source )
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Audience and Data Ownership Issues: You don't own your viewer data, limiting your ability to build direct relationships. The platform controls analytics and can distract viewers with suggested content. ( Source )
Why Self-Hosting on Your Own Platform is Better
Self-hosting puts you in the driver's seat. While it requires setup, the long-term gains in profit, control, and brand equity are substantial.
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Full Revenue Retention: Keep 100% of your earnings from subscriptions, ads, donations, or any model you choose—no 30% cuts. ( Source )
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Complete Control and Customization: Own your branding, UI, and content delivery. Avoid censorship, set your own rules, and build an experience that keeps viewers engaged without third-party distractions. ( Source )
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Privacy, Security, and Data Ownership: Protect user data, secure your content copyrights, and scale globally without the risk of being deplatformed. You build equity in your brand, not someone else's.
Ready to Build Your Own Media Empire?
Take control of your content and legacy. My books provide a roadmap for independent creators to thrive in the modern media landscape.
Or visit my website for more insights.
