Undeterred by companies that floundered after pivoting to video, 86 percent of publishers in a previous Digiday survey said they intend to increase the amount of video they produce. Although only 4 percent of publishers make the majority of their video revenue from a social platform, 27 percent of publishers said social platforms were the core focus of their video strategies.

With that in mind, we asked 51 publisher executives at the Digiday Video Summit last month in Scottsdale, Arizona, to rate their owned sites and 10 different social platforms on ease of distribution and revenue-generating ability. Owned sites and YouTube were the clear front-runners. While Snapchat was not the hardest to monetize — not by much, though — it was the most difficult platform to create video for.

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