Why Some Online Video Stars Opt for Facebook Over YouTube - The New York Times
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As an early participant in Facebook’s video revenue-sharing program, Ms. Clery is one of its first stars to receive YouTube-like payments. Developing native stars is part of Facebook’s ambition to challenge YouTube as the internet’s primary destination for video by getting users to see it as more than a repository of one-off hits.
To capture and retain the attention of its two billion monthly users with more than short, viral clips, Facebook is now delivering live sports as well as creating its own serialized programs and exclusive shows. It is also courting performers who can build a passionate audience and keep them coming back.
Such stars have been critical to YouTube’s success because they have fiercely loyal fans and appeal to audiences underserved by traditional media companies. Popular personalities like Jake Paul on YouTube have millions of subscribers who return daily to watch video diaries and music videos.
Most online video creators are not exclusive to any platform, but the biggest stars publish most consistently on YouTube because its ad revenue-sharing typically provides the biggest payouts.
While most creators post videos to Facebook, it is sometimes treated as an afterthought or a marketing tool to redirect users back to their YouTube page. At last month’s VidCon, the online video industry’s annual trade show, Facebook unleashed a charm offensive to creators, highlighting its fledgling video ad programs and introducing a new app featuring tools to help creators make videos look more professional.