New FIPP report highlights ongoing potential of video content

Video continues to provide a major growth opportunity for magazines brands. That’s the key finding of a new report into the format published by Fipp this month.

The document highlights how the number of minutes that consumers watch video is still rising (100 minutes, up from 84 minutes in 2019 according to Zenith) while video advertising is growing in double digits across the world. It names the key markets where video content is flourishing including; China, Sweden, Canada, India, Mexico, the UK and the US.

Referencing unique business approaches by companies as diverse as Meredith, Condé Nast and The New York Times alongside smaller regional brands, the study explores how publishers have innovated with video in recent years and reaped significant financial rewards.

In particular, it shows how many media companies see the growth of video subscriptions as a potential replacement revenue for display online advertising. 

In Germany for example, Bild has developed a subscription package Bild Plus, which focuses on premium video content, while in the US The New Yorker has purchased documentaries and uses them as top-of-the-funnel content as a means of presenting new users with subscription offers.

There is also a detailed analysis of The New York Times’ video strategy looking at the role it has played in the company’s push for ten million paying subscribers, as well as a look at the role that video content plays in the creation of compelling email newsletters offering examples of how brands like Condé Nast and others have approached it.

FIPP Members can download the report in full here.


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