Publishers are seeking control over video content by launching native players

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 12, 2022, 2:10 PM UTC

While most of the video market belongs to platforms like YouTube, publishers increasingly want to create, control, distribute and monetise their videos.

With content consumption diversifying across new platforms, publishers are seeing value in controlling their video product by offering it to audiences on their own native players. For instance, while Spotify continues to be audio-focused, it has announced an expansion of its video features for podcasters on its platform.

Along with creating and monetising their own video content, publishers are also relying on short-form social video content on platforms like Snapchat, Instagram and TikTok. Publishers like Harvard Business Review are also using their presence on such social media platforms to draw viewers to their other types of content.

Though publishers are expected to continue experimenting with video content, the lion’s share of the video market would still belong to platforms. Additionally, with social video becoming indivisible from technologies like AR and XR, the lines between video creation and the metaverse are also expected to blur.

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