Why revenue sharing is revenue tax for publishers

by Jun 14, 2019Brightcove, CMMA Blog0 comments

When it comes to generating revenue from their online video inventory, it’s not uncommon for publishers to rely heavily on third parties like YouTube as a source of ad dollars. It makes sense—YouTube seems like an easy avenue to monetise video assets through its revenue share model. But what appears to be a revenue share is more like a revenue tax.

Not only do third parties like YouTube essentially tax publishers who choose to host their videos on its platform, it also denies them control over the branding and user experience that surrounds their content. Plus, they cede control over their users’ data—a touchy subject in this day and age. Publishers who hand over control to third-party vendors face a significant risk—but finding out a way to address that, on top of existing challenges like driving traffic to their website and then monetizing it, can seem insurmountable.

As the online advertising landscape continues to evolve, publishers are looking for new ways to transform their revenue streams. Using a video platform solution can give publishers more control over their video inventory, plus an opportunity to increase their advertising revenue. Download our new Strategy Sheet for Publishers to learn about publisher-friendly tech stacks, plus more top strategies for monetising and thriving in the online publishing world.

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