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State of the Screens

Facebook wants to launch its big attack on TV next month — here’s what we know

By March 22, 2018No Comments

2 dozen shows at launch broken up into 2 tiers:
1) Premium/Longer form (30+ minutes)
2) Shorter length (5–10 minutes)

Facebook is facing some headwinds in getting traditional content producers to license video. Some have gone as far as to say “Apple 2012 = Facebook 2017”.

The revenue model for digital video is going in 2 distinct directions:
1) Ad supported (Facebook, Google, etc.) — These companies need more video inventory in order to grow. Creating your own content is one way to do this.
2) Subscription supported (Netflix, Amazon, etc.) — Some of these companies may generate revenue from advertising in the future but are currently focused on creating bundles that generate consistent monthly revenue.

What happens to the advertising industry if the wealthy consumers that are currently the most valuable advertising targets continue to move into non-ad formats for video?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.