It wasn?t that long ago that if you wanted to watch video content on the internet, you were pretty much stuck with YouTube. However with nearly every major social network offering some kind of video content, YouTube is no longer the only big player. This expansion of the video market has led to increased competition for high-quality content, and potentially higher demand for YouTube?s top talent.
Krishna Subramanian, co-founder of influencer marketplace Captiv8, told Bloomberg:
At the end of the day, content creators control engagement and control eyeballs. The more content they upload, the more engagement happens on Facebook. And if they split revenue with creators, that will solve a huge problem creators have with the platform. People will start to post more. Twitter recognized the power of having creators specifically making video content for its network, and it rolled out a beta version of monetization service Amplify. While Amplify is primarily aimed at large publishers, like TV networks, Twitter only keeps 30 percent of the ad revenue from this program, a source told Bloomberg. Provided that creators can build comparable audiences, a deal with Twitter and Amplify could be more lucrative for individual creators than one with YouTube.
Bloomberg also noted that Fidji Simo, Facebook’s product management director of video, has been scouting video talent, perhaps with an eye on offering deals to content creators. Simo spoke to creators at VidCon, an annual gathering o...