Digiday Research: European publishers bet on their own properties for video


This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →

When it comes to video distribution, European publishers are increasingly betting on themselves.

Over half of publishers surveyed at the Digiday Video Summit in Europe this June said their owned and operated properties are their primary focus when it comes to video distribution, over other channels such as social media platforms or over-the-top TV.

From a revenue perspective there’s a clear incentive for publishers to prioritize their own properties, since they’re typically the easiest to monetize successfully, according to previous Digiday research. The obvious advantage to publishers having their videos on their owned sites is that they don’t have to split revenue with platform partners, but that approach also limits their dependency on platforms, distribution partners or other middlemen.

However, even publishers like Hearst UK that are prioritizing their owned platforms still pay considerable attention to their performance on social platforms. The reason is simple: scale. In smaller markets, it can be difficult to amass sustainable audiences, especially when audiences are confined by language.

To rectify the issue of scale, platforms provide an easy solution. Highsnobiety found that thanks to Instagram’s algorithm, publishers’ videos have greater reach than normal posts despite lower engagement. IGTV also offers publishers access to bigger audiences, and UK publishers have been quick adopters.

Platforms also help expose small market publishers to major brand advertisers. Boiler Room distributed video across several platforms including YouTube, its owned site, and IGTV. But because of the exposure it gained on YouTube, Boiler Room allowed it to partner with brands that otherwise may have passed on it, it said.


More in Media

Digiday+ Research: Publishers take their focus off events as revenue dips

The percentage of publishers making money from events hit a low as of the first quarter of this year and, as a result, fewer publishers plan on putting a focus on growing that part of their business.

What platforms, brands and agencies hope to get out of the Possible conference in year 2

Year two of Possible is once again being held in Miami Beach, and it will take place from April 15-17 with 3,000 attendees expected to listen to another 200 or so speakers, including Snap’s Colleen DeCourcy, Uber Ads’ Megan Ramm and UM Worldwide’s Matthew Smith.

AI Briefing: Cloud giants’ AI ambitions create new partnerships — and new competitive concerns

Last week, tech companies like Google, Microsoft and Amazon all announced updates more updates for their cloud and AI efforts