Facebook’s “watch” feature allows users to view live and recorded videos posted by other users and Pages on the platform. This feature was first introduced in 2017 as a dedicated place within Facebook for watching videos.
What is Facebook Watch?
When Facebook Watch first launched, it was designed as a video streaming platform within Facebook where creators could upload longer-form video content. This was Facebook’s answer to the growing popularity of video sharing sites like YouTube and streaming services like Netflix.
The Watch tab and original video content were made available first in the U.S. in 2017, and the feature was expanded to more countries over the next year. Though completely separate from the normal video content users see in their main News Feeds, Watch was designed as an alternative video hub within Facebook’s existing app and desktop site.
How Facebook Watch worked originally
When Watch first launched, users accessed it via a new “Watch” tab in the navigation bar of the Facebook app and site. This took them to a dedicated Watch feed where they could discover videos curated by Facebook based on their interests and follow specific shows.
Watch was organized into “channels” based on different topics like gaming, comedy, lifestyle, and more. Facebook invested $1 billion into acquiring original content for Watch from content creators and media companies like ATTN, Mashable, and others. The goal was to make Watch both a platform for original video content while also utilizing Facebook’s existing video content in a new way.
Integration into News Feed
While Watch was originally launched as its own distinct video hub, Facebook eventually integrated it right into the News Feed. Instead of having a separate Watch tab, Facebook began showing Watch videos directly in users’ primary News Feed alongside their normal posts.
This change rolled out gradually, signaling Facebook’s attempt to make Watch content more prominent and accessible within its existing app. The idea was that allowing Watch videos to appear in the News Feed would increase viewership and eliminate the extra step of having to navigate to a separate tab.
Videos from Watch appear in the News Feed alongside other content. Users can still follow specific shows and creators, and can navigate to Watch to browse additional videos.
Expansion into Live TV
In 2019, Facebook continued expanding the capabilities of Watch by introducing a new “Live” section featuring ad-supported streaming channels with licensed TV shows and live sports.
This allowed Facebook to provide free, 24/7 live streaming channels through Watch with content from major media companies like CBS, Fox Sports, and more. Users could essentially watch live TV through Facebook Watch.
Features like this continued evolving Watch from solely an original video platform into a wider live TV and video streaming service baked into Facebook’s existing app.
Other Watch features
In addition to original shows, TV streaming, and standalone videos, Watch incorporates some of Facebook’s other key video features:
- Watch Party – Co-watching feature that lets users view videos in real time with friends
- Premiere – Creators can debut prerecorded videos through live premieres
- Gaming videos – Watch supports streaming of games and gaming content
Modifications to the Watch interface
As Watch has been integrated more deeply into the core Facebook experience, there have been changes to its interface over time too:
- Removal of the dedicated Watch tab/navigation menu item
- No longer organizing content into separate channels or categories
- Watch brand and navigation consolidated into “Videos” section
These changes reflect Facebook’s aim to evolve Watch from a standalone video hub into a core part of the Facebook video experience.
Why Facebook evolved the Watch feature
There are a few key reasons why Facebook gradually transitioned Watch from its own distinct destination into a core video feature baked into the News Feed:
1. Increase viewership
Integrating Watch directly into the News Feed exposed videos to a much wider portion of Facebook’s user base. Instead of having to specifically navigate to the Watch tab, videos can reach millions more people in their primary news feeds.
2. Retain users within app
Making Watch content viewable within the Facebook app helps keep users engaged within Facebook for longer without having to open a separate app. This benefits Facebook by allowing them to monetize and retain users more effectively.
3. Simplify video experience
Having one unified video destination in the News Feed results in a more streamlined experience versus a separate Watch tab. Users no longer have to differentiate between Watch videos and other videos.
4. Increase ad revenue
Integrating Watch directly into the News Feed allows Facebook to inject more video ads into the content users scroll through. This benefits their bottom line by increasing video ad inventory.
The future of Facebook Watch
Facebook will likely continue to refine Watch to help meet its dual goals of providing a home for original video content while also monetizing existing passive video usage on the platform. Here are some possible features and focus areas in the future:
- Additional exclusive original programming
- Expanded live sports offerings
- Developing interactive or social video formats
- Personalization algorithms to recommend video content
- Leveraging Watch to drive ad revenue growth
Conclusion
Facebook Watch represents an evolution in how the platform approaches video. What started as a standalone video hub has now been integrated directly into the main Facebook experience. This shift was driven by a desire to increase viewership, retain users, simplify the video experience, and boost ad opportunities.
With video continuing to dominate social media usage, expect Facebook to put greater emphasis on Watch and adapting it to changing video consumption habits. The existing News Feed integration lays the groundwork to make Watch a core part of Facebook’s future, even as the specific features and format evolve over time.