Digiday Research: European publishers are less reliant on their owned sites for video revenue than U.S. counterparts
Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the pivot to video here:
At the Digiday Publishing Summit Europe in Berlin last month, we surveyed European publishing executives to compare their monetization strategies with those of their U.S. counterparts.
We asked 85 publisher executives in the U.S. and in Europe where they are making the most money off of digital video. European publishers are slightly less likely to rely on their owned and operated sites than publishers in the U.S. Facebook was also twice as likely to be the strongest revenue-producing platform for European publishers.
European companies faced with the upcoming enforcement of the General Data Protection Regulation are incentivized to have a more diversified income model. No one knows exactly how the GDPR will be enforced, but top concerns among European publishers were losing audience data and declining digital revenues.
These concerns go hand in hand for European publishers, especially if readers decline to give consent for their personal data to be used. Less audience data could make it harder for publishers to target and determine the value of viewers, depressing the value of their digital inventory.
Although major platforms aren’t free from the same concerns, they do have the advantage of scale to compensate. Publishers might feel that in the post-GDPR era, monetizing through revenue-sharing agreements with platforms and amassing video view counts is a safer strategy. Users might also be more likely to share their data with a few major platforms rather than a plethora of individual sites.
There will be losers when the GDPR is enforced in May. European publishers were equally split on whether distributing content to platforms is a viable monetization strategy.
Publishers’ status quo could change even before GDPR enforcement. Facebook holds considerable influence over publisher view counts, with dozens of publishers experiencing declines in their video view counts on the platform earlier this year. Facebook’s changes to its news feed algorithms, especially if they bring publishers’ organic reach to zero percent, could make the most impact on U.S. and European publishers.
Member ExclusiveManaging during crisis: How to cut costs and communicate tough decisions
During the wide-ranging talk, held virtually exclusively for Digiday+ members, former Comscore CEO Bryan Wiener explained which skills --decisiveness, focus and communication -- will make any leader, regardless of how experienced, ready to adapt their companies and come out of the coronavirus pandemic stronger than ever.
‘It’s important everyone steps up’: BBC Global News Jim Egan on media in a time of crisis
"Traditional rules and restrictions about getting processes underway are being put to one side."
How The Financial Times is adapting its events business
During a time where it’s broadly illegal for people in the U.S. and Europe to gather, The Financial Times is adapting its in-person event business. Wasting little time, the business and finance publisher hosted the first in a series of online events, called “Digital Dialogues,” on Wednesday, April 1. “The Global Economic Emergency” session featured […]
SponsoredBridging the TV-digital divide from an engineer’s perspective
TV supports a complex ecosystem of planning, negotiation, reporting and measurement. As digital content merges with television, leading engineers and experts are tackling the significant challenge of bringing those same skill sets to the video landscape.
Mel Magazine co-founder Josh Schollmeyer on how the site’s ‘never been there to push razors’
Mel Magazine is growing in name recognition, but how the men's lifestyle site could best serve its parent company, Dollar Shave Club, is still a bit unknown. "It's never been there just to push razors," founding editor Josh Schollmeyer said on the Digiday Podcast.
‘There’s a tremendous amount of uncertainty’: Confessions of a chief media officer
As companies reign in costs, senior marketers are having to become experts in cash flow management, according to the latest Confessions.