3rd-party platforms aren't a media gold mine

Media publishers need third-party platforms to grow and develop their audience, but news entities on those platforms, like Snapchat Discover and Facebook Instant Articles, aren't paying off as expected. A new report by the trade group Digital Content Next lays out the numbers.

The report found that participating publishers, on average, made only $7.7 million on third-party platforms, like Facebook, Snapchat and Google, which is roughly 14% of their overall revenue. Video represents 85% of that, largely driven by television and cable companies' monetization of internet-based content.

Here's the average breakout by platform, by publisher, for the first half of 2016:

• YouTube: $773,567
• Twitter: $482,788
• Facebook: $560,144
• Snapchat: $192,819

Source: Digital Content Next