As Verizon, Spotify, AwesomenessTV and many others have shown, building a premium video business is no easy task. Most fail. And on its first birthday, according to publishers who spoke with VideoInk (acquired by TheWrap in 2018), Facebook Watch is close to doing just that with premium programming. “Facebook should never have launched [its] Watch product,” said one publisher who asked to remain anonymous. “The challenge with Facebook as a platform is that it’s nebulous. It doesn’t really have a brand,” the publisher said.