With streamers Apple, AT&T, Quibi and others ramping spend on premium, 2019 will likely show increase in video business
What once was the “shiny new toy,” as one publisher put it, is now the problem child for publishers: video. Over the last few years, study after study has cited consumers’ climbing appetite for video — a trend that eager bandwagoneers were quick to chase. And why wouldn’t they? Media’s number one objective is to reach the people, wherever they are. So if people are watching video, then video it is. A couple short years later, many of the publishers who doubled down on video have experienced the sour outcomes of a frothy market: layoffs, low-ball valuations and complete shutdowns.