Branded content has become a critical piece of many publishers’ revenue mix over the past decade, especially in video. But preserving sustainable margins when producing branded content is becoming increasingly challenging, according to Digiday research.

In a survey of 82 publishing executives conducted by Digiday this May, 51% of respondents said the cost of producing branded video content has increased over the past twelve months. On top of that, paid distribution for that content is also getting pricier. Sixty-eight percent of publisher respondents said the cost of distribution has also grown in the past year.

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