Watch Out, YouTube! Facebook Wants Your Video Action

Watch Out, YouTube! Facebook Wants Your Video Action

FILE PHOTO - People are silhouetted as they pose with laptops in front of a screen projected with a Facebook logo, in this picture illustration taken in Zenica October 29, 2014. REUTERS/Dado Ruvic
DADO RUVIC
By Suelain Moy

It was only a matter of time before Facebook figured out a way to make money from the videos that are played on their platform. As Fortune points out, before now, video creators didn’t have a way to make money on the Facebook platform. That all changes today, with Facebook’s new plan to monetize videos and share the revenue with creators. The revenue arrangement is the same as YouTube’s: 55 percent of the money earned from ads goes to the creator, and 45 percent goes to Facebook. So far, the program has a couple of dozen partners who have signed up, including the NBA, Fox Sports, Hearst, and Funny or Die.

Related: Facebook gaining ground on YouTube in video ads, report says

Prior to the new plan, Feed videos would only play mutely until the user clicked on them. Now, when users play a video on mobile, they will get a feed of “Suggested Videos.” It’s not until a few of these videos play, that the user will see an actual ad. And these ads, unlike Facebook’s autoplay videos, will play with the sound turned on.

In the past few weeks, the social media giant has tested the “Suggested Videos” product with a small number of iOS users. Today the test goes wider, and will eventually expand to include Android and desktop users.

Unlike YouTube, which gives content creators 55 percent of the revenue from the ads it plays before videos, Facebook will divvy up the 55 percent in revenue among multiple creators or partners. For example, if you watched a three-minute video from the NBA, and a two-minute video from Funny or Die, the 55 percent in ad revenue would be split proportionately between the NBA and Funny or Die.

Related: Will Facebook Kill the News Media or Save It?

Industry experts fully expect video—especially mobile video—to be a major source of revenue for Facebook in the future since users already deliver four billion videos views daily. The company made $3.3 billion in ad revenue in the first quarter of 2015, 73 percent of it from mobile ads alone. For now, Facebook says it is focused on shorter video formats, not long-form video formats like TV shows and movies.

To date, YouTube has been the only major player in user-posted video, but Facebook is stepping up its game. It just announced to advertisers the option to pay for video ads only after a video has played for 10 seconds. It’s a response to announcements that Snapchat and Twitter are rolling out video divisions too. In May, Spotify added video-streaming to its music-streaming app. And Hulu, Yahoo, and AOL are also pushing their video strategies.

For content providers, it’s a new way to play—and pay. 

Chart of the Day: A Buying Binge Driven by Tax Cuts

By The Fiscal Times Staff

The Wall Street Journal reports that the tax cuts and economic environment are prompting U.S. companies to go on a buying binge: “Mergers and acquisitions announced by U.S. acquirers so far in 2018 are running at the highest dollar volume since the first two months of 2000, according to Dealogic. Thomson Reuters, which publishes slightly different numbers, puts it at the highest since the start of 2007.”

Number of the Day: 5.5 Percent

The debate over national health care aside, more Americans today say they get "excellent health care" than did in the early 2000s, according to <a href="http://www.gallup.com/poll/150806/rate-own-healthcare-quality-coverage-excellent.aspx" target="_blank"
Getty Images
By Yuval Rosenberg

Health care spending in the U.S. will grow at an average annual rate of 5.5 percent from 2017 through 2026, according to new estimates published in Health Affairs by the Office of the Actuary at the Centers for Medicare and Medicaid Services (CMS).

The projections mean that health care spending would rise as a share of the economy from 17.9 percent in 2016 to 19.7 percent in 2026.

Trump Clearly Has No Problem with Debt and Deficits

U.S. President Trump sits at his desk before signing bills at the White House in Washington
Jonathan Ernst/Reuters
By Yuval Rosenberg

A self-proclaimed “king of debt,” President Trump has produced a budget that promises red ink as far as the eye can see. With last year's $1.5 trillion tax cut reducing revenues, the White House gave up even trying to pretend that its budget would balance anytime soon, and even the rosy economic projections contained in the budget couldn’t produce enough revenues, however fanciful, to cover the shortfall.

The Trump budget spends as much over 10 years as any budget produced by President Barack Obama, according to Jim Tankersley of The New York Times. And it projects total deficits of more than $7 trillion over the next decade — "a number that could double if the administration turns out to be overestimating economic growth and if the $3 trillion in spending cuts the White House has floated do not materialize in Congress,” Tankersley says.

Trump — who once promised to both balance the budget and pay down the national debt — isn’t the only one throwing off the shackles of fiscal restraint. Republicans as a whole appear to be embracing a new set of economic preferences defined by lower taxes and higher spending, in what Bloomberg describes as a “striking turnabout” in attitudes toward deficits and the national debt.

But some conservatives tell Tankersley that the GOP's core beliefs on spending and debt remain intact — and that spending on Social Security and Medicare, the primary drivers of the national debt, are all that matters when it comes to implementing fiscal restraint. 

“They know that right now, a fundamental reform of entitlements won’t happen," John H. Cochrane, an economist at Stanford University’s Hoover Institution, tells Tankersley. "So, they have avoided weekly chaos and gotten needed military spending through by opening the spending bill, and they got an important reduction in growth-distorting marginal corporate rates through by accepting a bit more deficits. They know that can’t be the end of the story.”

Democrats, of course, have warned that the next chapter in the tale will involve big cuts to Social Security and Medicare. Even before we get there, though, Tankersley questions whether the GOP approach stands up to scrutiny: "This is a bit like saying, only regular exercise will keep America from having a fatal heart attack, so, you know, it's ok to eat a few more hamburgers now." 

Part of the Shutdown-Ending Deal: $31 Billion More in Tax Cuts

The U.S. Capitol building is lit at dusk ahead of planned votes on tax reform in Washington, U.S., December 18, 2017.   REUTERS/Joshua Roberts/Files
Joshua Roberts
By The Fiscal Times Staff

Margot Sanger-Katz and Jim Tankersley in The New York Times: “The deal struck by Democrats and Republicans on Monday to end a brief government shutdown contains $31 billion in tax cuts, including a temporary delay in implementing three health care-related taxes.”

“Those delays, which enjoy varying degrees of bipartisan support, are not offset by any spending cuts or tax increases, and thus will add to a federal budget deficit that is already projected to increase rapidly as last year’s mammoth new tax law takes effect.”

IRS Paid $20 Million to Collect $6.7 Million in Tax Debts

The IRS provides second chances to get your tax return right with Form 1040X.
iStockphoto
By The Fiscal Times Staff

Congress passed a law in 2015 requiring the IRS to use private debt collection agencies to pursue “inactive tax receivables,” but the financial results are not encouraging so far, according to a new taxpayer advocate report out Wednesday.

In fiscal year 2017, the IRS received $6.7 million from taxpayers whose debts were assigned to private collection agencies, but the agencies were paid $20 million – “three times the amount collected,” the report helpfully points out.

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