The state of publisher video strategies
Publishers are embracing video content again after the failed "pivot to video" era of the mid-2010s. Based on a survey of 49 media companies,The Rebooting’s research, in collaboration with EX.CO, examines current video strategies and monetization approaches, and how publishers balance user experience with monetization.
Key findings:
- 80% of publishers use video on their sites, with content appearing on 65% of pages on average, though only 23% rate their video experience as "good"
- 59% prioritize monetization over audience demand, with 73% favoring revenue over user experience when forced to choose
- While vertical video dominates social platforms, only 27% of publishers use it, citing production costs and lower monetization rates as key barriers