Despite online video being in such high demand, many who have pushed into the medium are hurting. Here's why.
Online video consumption has steadily risen over the past several years. However, despite the increasing demand for the video, many publishers have been left hurt after doubling down on the medium. Companies including Refinery29, Mashable, Vox Media, Buzzfeed and LittleThings have all felt the sting of the double edged sword that has led to layoffs and closures. But why is online video, which 85% of US internet users regularly consume, proving to be a tricky area for some digital publishers to capitalize on?
Here are five reasons why:
Brands rely to heavily on social media for discoverability/monetization
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