The V-word was on everyone’s lips at our Monetising Media conference last week. Debates raged about production, distribution and of course, monetisation of video, but are the benefits of video really all they’re cracked up to be?
The Media Briefing’s flagship State of the Media Industry Report 2017 (coming soon) highlights the importance of video in media organisations going forward. Respondents placed video as the second highest investment target for 2017 behind data, and is also in the top five for revenue terms.
Is video a fad, distracting publishers from thinking long-term? Or is there genuinely the demand, and more importantly a sustainable future, for our current obsession with it?