For years, Facebook has been the vampire squid of media, sucking up content from media companies while also sucking up nearly all the growth in digital advertising. Even media’s foremost Facebook booster, BuzzFeed CEO Jonah Peretti, has said the situation is untenable.

In 2017, Facebook made its first big moves to support publishers, cutting checks to several publishers including Condé Nast, Mashable and BuzzFeed to create original shows for Watch, its new video tab. But these pilot programs are hardly enough. The Watch payments mostly range from $10,000 to $40,000 per episode and are a harbinger of more generosity to come in 2018. Facebook reportedly could spend as much as $1 billion on original content (albeit a lot of it for sports), a big increase from the $50 million it paid creators to make live video in 2016.

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