Facebook Watch was launched in 2017 as Facebook’s platform for original video content, similar to YouTube or Netflix. The goal was to transform Facebook into a destination for high-quality shows and video content, moving beyond just user-generated videos. However, since its launch, Facebook Watch has struggled to gain traction and users. This has raised questions about what went wrong and the future viability of Watch as a major video platform.
The Launch of Facebook Watch
When Facebook Watch first debuted, it was positioned as a major new initiative for the company. Facebook made deals with media companies and celebrities to develop original, scripted shows and other content exclusively for Watch. This included shows like Ball in the Family with NBA star Lonzo Ball and Humans of New York by photographer Brandon Stanton.
Facebook also incorporated existing popular video content from publishers like Buzzfeed, ATTN, and Group Nine Media. In addition, it integrated user-generated content in the form of live streams, short form video, and recommended videos based on friends’ likes and comments.
The goal was for Watch to leverage Facebook’s massive user base of over 2 billion monthly active users as a built-in audience. Facebook hoped Watch would rapidly become a top destination for video, disrupting the market dominated by YouTube and traditional TV networks.
Facebook’s Video Ambitions
Launching Watch was the culmination of Facebook’s long-running attempts to become a video powerhouse. As early as 2016, CEO Mark Zuckerberg identified video as a top priority and primary driver of engagement on the platform.
Facebook was aiming to capitalize on the massive, accelerating shift towards video and online streaming for entertainment. However, the company had struggled up until Watch to create a truly successful video offering.
Previous efforts like Facebook Live and its explorations with shorter video clips had seen traction, but not at the scale Facebook desired. Watch represented a major redoubling of efforts to finally crack the video market. With Facebook’s resources and reach, success seemed achievable.
Challenges and Criticisms of Facebook Watch
Despite launching with much fanfare, Facebook Watch soon hit roadblocks as both users and content creators failed to flock to the platform en masse as hoped.
Low User Adoption
One of the biggest problems was that regular Facebook users did not seem particularly interested in Watch. Facebook has faced an uphill battle getting users to seek out Watch content separate from their main news feeds.
Watch was intended as a distinct video destination within Facebook. But many users simply don’t navigate to or engage much with that separate tab for watching video. Even as total view counts and hours watched increased, it didn’t translate into building a loyal viewer base that thought of Facebook as a top video brand.
Struggled to Attract Content Creators
In addition to users not fully embracing Watch, many content creators and publishers were reluctant to jump onboard. Watch got off to a promising start by funding high-profile shows from major studios and celebrities.
However, interest cooled as it became clear Facebook could not promise the massive audiences needed to compete with established rivals like YouTube. Smaller creators especially had little incentive to develop content for Watch instead of other platforms.
Without exclusive hits to attract viewers or a clear path for building an audience, Watch floundered. Facebook has since shifted strategies to focus more on live sports streams and user-generated video that requires less investment. But the original vision of premium original shows has stalled.
Identity and Branding Problems
On a basic level, Facebook Watch has suffered an identity crisis since launching. Many users don’t know what Watch offers or how to access it. It lacks a coherent, distinctive brand identity that users recognize like Netflix or Hulu.
Rather than a singular video destination, Watch feels more like a loose collection of shows and video offerings integrated across Facebook. This fragmented approach makes Watch fade into the background rather than establishing itself as a true YouTube competitor.
Failure to Lock In Young Viewers
Another major warning sign was that Facebook Watch struggled to appeal to teenagers and young adults in the coveted 13-24 demographic. This age group has been moving away from Facebook usage in general over the past decade.
Content on Watch catered more to older millennials and Gen X. Without compelling shows tailored to teen tastes, Facebook failed to reverse the exodus of this key segment that drives future growth. Losing the youth audience is an existential threat to Watch’s long-term viability.
The Pivot to Live Video and Shorter Clips
Facing slow adoption of Watch originals, Facebook has adjusted strategy to focus on areas showing more promise. Namely, this involves pivoting focus towards:
– Live content – especially live sports, news, and gaming streams
– User-generated short form video – favoring viral clips and influencer content
Live Video Success
One bright spot has been Facebook Live, which allows users and publishers to broadcast live events directly within Facebook’s platform. Live has proven highly popular for things like sporting events, concerts, Q&As with celebrities, and political coverage.
Facebook has doubled down on live streaming capabilities and signed partnerships to air live sports and news. Live video meshes better with Facebook’s core social interactions than scripted shows on Watch.
With live video, users tune in together at the same time for a shared viewing experience. This fosters community and real-time conversations through commenting.
| Year | Total Live Video Streams |
|---|---|
| 2018 | 4 billion |
| 2019 | 5 billion |
| 2020 | 10 billion |
Leveraging Existing Creator Ecosystem
Rather than exclusive content for Watch, Facebook is now focused on working with existing popular influencers and video creators. This means embracing short form, viral user uploads rather than expensive Hollywood-style shows.
Facebook already has an enormous ecosystem of content creators on its platform. Collaborating with them requires far less investment compared to developing originals, while tapping into established fan bases.
Top influencers are incentivized to post natively on Facebook to reach their followers there. Facebook will still fund some original productions, but targeted smaller investments with online talent versus huge upfront budgets.
The Current State and Future of Facebook Watch
While the initial vision for Facebook Watch as premium destination has stalled, targeted video efforts show promise. Where does Watch stand today and what does the future look like?
Watch Usage and Growth
After a few years, Watch has proven it can drive significant video views and hours watched, even if not at YouTube levels. Highlights include:
| Metrics | 2022 Figures |
|---|---|
| Monthly active Watch users | 1.5 billion |
| Hours watched per day | 140+ million hours |
| Daily Watch views | 1 billion views |
This indicates core video consumption on Facebook continues growing via Watch, even if large swaths of users still ignore the dedicated Watch tab. Facebook likely will not abandon Watch entirely given these signs of traction.
Investments in Video Infrastructure
Facebook is pouring billions into video infrastructure, including streaming technologies, creator tools, and virtual reality. Significant resources are going towards:
– Upgrades to video recommendation algorithms
– Augmented and virtual reality video
– Integrating video across Facebook’s apps like Instagram and Messenger
– Building out a TikTok competitor called Reels
These investments demonstrate Facebook’s long-term commitment to video. The company sees video and live-streaming as the future even if the Watch platform specifically has uncertain prospects.
Competing with YouTube
While Facebook dominates social media, YouTube remains the king of online video by a wide margin. YouTube reached over 2 billion monthly logged-in users in 2021. Winning users’ time and attention away from YouTube remains an uphill climb.
However, Facebook is optimistic its social and community foundation provides a differentiation. Facebook is playing to strengths like conversations and interactivity around live video that YouTube does not focus on as directly.
Leaning on these social features gives Facebook a better chance than simply copying YouTube’s video-first model. But it faces steep competition for both viewer minutes and advertising dollars that follow video.
Final Thoughts on the Evolution of Facebook Watch
Facebook Watch has gone through growing pains since launching in 2017. But writing it off completely would be premature given the undeniable shift towards video and streaming entertainment.
Watch may never become the Netflix or YouTube killer Facebook originally envisioned. However, through experimentation and evolution, Watch has found niches showing traction like live video and influencer content.
It would be unwise to count Facebook out of the video race entirely. Its sheer user reach and ability to pivot gives Watch future potential, even if its initial vision fell short. Video is only becoming more central to social media. Watch may yet emerge as a defining part of Facebook’s future as long as it stays flexible and open to reinventing itself as audience tastes change.
The next couple years will be crucial for Watch to leverage Facebook’s strengths while carving out a differentiated role in the online video ecosystem. Major investments in video indicate the company remains committed to getting it right eventually, even if missteps occur along the way.