Stories

Why publishers are ditching viral clips for long-form video series

Illustration: Lazaro Gamio/Axios

Publishers that spent years investing in making dozens of viral social media videos every day are pivoting their production efforts to creating high-quality, episodic video series that can be sold or licensed across many different video channels.

The big picture: For many publishers, viral video — the holy grail of traffic just a few years ago — has now mostly become a marketing tool, due to changing consumption habits and tech platform dynamics. Now, series and shows are being created and leveraged for better revenue and audience development opportunities.