This week, Digiday+ members received a research report based on findings from the recent Digiday Publishing Summit. Below is a taste of that report. Join Digiday+ now for only $395 per year to access the full report as well as more original research, premium content and exclusive events.

80 percent of publishers will spend more on video

It’s impossible to read about the state of digital media or publishers’ monetization strategies without being bombarded by stories about how companies are going all-in on video. Yet for all the talk of pivoting to video, publishers have not seen clear gains in new ad revenue. As one person put it at the Digiday Publishing Summit, “I don’t believe anyone makes money in video.”

From conversations with key publisher executives at the Digiday Publishing Summit, it’s clear they share some of those reservations. We surveyed industry leaders to gauge their views on the role video plays in their companies’ strategies, and here are the main takeaways.

Most publishers are planning to increase their digital video content.
Over 80 percent of respondents indicated they plan to increase their digital video output in the year ahead. Meanwhile, only 4 percent of respondents plan on cutting back on video content. Despite the hype surrounding video, it seems like publishers are taking a cautiously optimistic approach. More than 50 percent said they would boost their video output by between 10 and 25 percent. Other executives remained staunchly opposed, with one respondent bluntly saying, “If you’re pivoting to video, that means your business is failing.”

Join Digiday+ today for only $395 per year to access the full report in addition to: 

• Our quarterly magazine, Digiday Magazine
• Regular research reports
• Invitations to quarterly, members-only events
• Access to our online Slack community
• A set of special perks and benefits with Digiday