Digital publishers see the future—and it is streaming video

May 2, 2018

Digital publishers are doubling down on new TV-like video programming— specifically with streaming services, like Netflix, as well as with linear TV networks—Axios reported on May 1.

Indeed, a Nielsen Total Audience Report found that, as of June 2017, 69.5 million U.S. TV households owned at least one Internet-enabled device capable of streaming content to the television set.

And, as streaming video becomes an increasingly integral part of home entertainment, publishers are seeing a new way to reach their target audiences. The latest developments, according to Axios, include the following:

  • The New York Times announced on April 30 that it will turn its medical column, “Diagnosis,”’ into a Netflix series.
  • It joins Buzzfeed, Vox and Fusion Media Group, which all have inked deals with Netflix this year, for programs varying in length. (Buzzfeed shows will run roughly 15 minutes per episode.)
  • Conde Nast has distributed its original content series, “The Fashion Fund,” on Amazon since 2016.

The social media sites also are turning their attention to show-like content, pushing publishers to create content partnerships on their video channels, like Facebook Watch and Snapchat Discover.

While monetization opportunities vary by platform, advertisers see premium on-demand video as a solid branding opportunity. It has “the potential to create deeper context while building communities for brands who go all in with this approach,” Laura Correnti, EVP of marketing and communications strategy agency Giant Spoon, told Axios.

Research contact: news@axios.com

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