Digiday Research: Where European publishers get their video revenues
Key takeaways:
- Nearly seven in ten European publishers make the majority of their video revenues from their own sites
- Fewer European publishers monetize platforms Apple News, Pinterest and Twitter among others than U.S. publishers
- Thirty percent of European publishers make at least a quarter of their video revenues from Facebook compared to 12 percent of U.S. publishers
Based on recent figures released by the IAB Europe and IHS Markit, spending on video advertisements is taking off in Europe. In 2017, the amount spent on video ads grew 35 percent over 2016 to reach $6.17 billion. Given that, we surveyed 65 European publishers last month to break out what platforms, owned and social, contribute what to their video revenues. Since Snapchat ended upfront licensing fees to Discover partners and Facebook Watch has yet to fully launch in Europe, the vast majority of revenues from the following platforms is from advertising.
Owned and operated sites generate the majority of video revenues for European publishers. Sixty-eight percent of the publishers surveyed reported making at least 50 percent of their revenue from their owned sites.
European publishers were also far likelier than U.S. publishers to make a greater proportion of their video revenues from Facebook and YouTube. Twenty-one percent of European publishers make at least half of their video revenues from YouTube compared to just 6 percent of U.S. publishers. European publishers are also twice as likely to earn 25 percent of their video revenues from Facebook.
For Facebook, European publishers earning more revenue, especially through midroll ads, could also help explain why they rated the social platform as significantly easier to monetize than U.S. publishers. But both platforms likely play a larger role in European publishers video revenues because of a lack of a monetization opportunities at alternative platforms. Platforms including Twitter, Apple News, Flipboard and Pinterest were responsible for smaller percentages of European publishers than U.S. publishers. Flipboard in particular is committed to expanding its relationships with 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.
