At the Digiday Publishing Summit event last month in Monaco, we sat down with over 80 European publishing executives to learn more about how publishers are adapting their video strategies to the changes to Facebook’s news-feed algorithm. Check out our earlier research on what platforms publishers are eyeing to replace Facebook here. Learn more about our upcoming events here.
- Ninety-two percent of publishers in a Digiday survey conducted at the event are planning to produce more video content in 2018.
- The amount of video that publishers expect to produce has fallen over the past five months.
- Nearly 4 out of 5 publishers expect to use YouTube in 2018.
Publishers plan to produce more video, but less than initially expected
Last year was characterized by the pivot to video, which saw a number of publishers focus their strategies on viral videos in order to chase more lucrative CPMs from video ads. Headlines have declared the pivot to video is over, given the digital video market has largely deteriorated. However, Digiday’s most recent survey found that publishers’ pivot to video continues in Europe, but how much more video they expect to produce is decreasing.