The value of video in news content has its limits

Starting in 2015, many online media companies started “pivoting to video,” gutting their traditional newsrooms and spending large amounts of money to build video journalism operations from scratch. Part of the impetus for that pivot was metrics showing that audiences preferred video to text—metrics provided, in large part, by Facebook. In 2014, Facebook claimed that “Facebook has averaged more than 1 billion video views every day.” Those metrics turned out to be grossly inflated, by as much as 60 to 80 percent. Facebook and the like want more video to run ads in because it allows them to make more money. And by claiming that this is what "readers want," news media could be manipulated into creating more video.

Katharine Trendcosta & Mitch Stoltz writing for EFF