At the Digiday Video Anywhere Summit last November, we sat down with 76 industry leaders from major U.S. media companies to discuss the future of video monetization on Facebook. Check out our research on the enforcement of the General Data Protection Regulation here. Learn more about our upcoming events here.
- Sixty-one percent of digital media companies believe Facebook can provide either no value to publishers or incremental revenue at best.
- Only 7 percent make the majority of their video revenues off Facebook.
- Fifty-six percent distribute video across social platforms in an effort to reach new audiences.
Video is a megatrend for Facebook, but not for publishers on Facebook
Early in 2017, Facebook CEO Mark Zuckerberg boldly declared that video would be a “megatrend” for Facebook and that it would prioritize video across all of its apps. Some publishers heeded this call, increasing the amount of videos they published to the platform. But overall, publishers have yet to see clear monetary returns from Facebook’s video initiatives. Despite Facebook’s overtures about promising new ad formats, 86 percent of publishers make 25 percent or less of their video revenue off the platform.