Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - July 2016

Publishers and Their Future Video Strategies: It's Complicated

When we look at the future trends for videos, we see something that is fascinating, hugely misleading and frustrating all at the same time.

So in this Plus article, we are going to take a deep dive into the future trends of video. Is everything going to be video, as Facebook claims? Or is it more complicated and nuanced than that? Well, from the title of this article, you already know the answer to that.

Before we start, though, we need to get a huge misconception out of the way. And it's the saying that '[insert whatever thing that is the focus right now] is what people want'.

We hear this all the time. Something happens on a certain channel that begins to dominate whatever metric they focus on, and suddenly everyone starts saying that the reason why that works is because that is what people prefer.

This is not true, nor does any trend support that assumption.

What is happening instead is that human behavior, what the internet is optimizing for, and what people actually want are constantly in conflict with each other.

Let me give you a simple example:

Ever since Facebook changed its News Feed to optimize for '3 second autoplaying videos with no sound', publishers have been hyper-focusing on creating videos specifically designed for that.

This 31 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships