Watch on Facebook was a video platform launched by Facebook in 2017 that allowed users to view shows and other video content directly within the Facebook app. It was seen as Facebook’s attempt to compete with YouTube and other online video platforms by offering original and licensed video content. However, in 2018 Facebook announced it would be shutting down the Watch platform due to lack of viewership and engagement. The demise of Facebook Watch raises questions about why the platform failed to gain traction despite Facebook’s massive user base, and what it means for the company’s future video ambitions.
What was Watch on Facebook?
Watch on Facebook was first launched in the US in August 2017 and later expanded to other countries. It allowed users to view a range of video content including:
- Original shows produced exclusively for Facebook Watch, such as reality shows, comedies, documentaries and dramas.
- Shows licensed from media companies and creators.
- Videos from Pages users already followed on Facebook.
- Live broadcasts related to news and gaming.
The idea was that Facebook could leverage its massive user base and data on user preferences to serve up personalized video content that users would enjoy. Videos were recommended based on users’ interests, likes, and friends’ activity.
Watch had a separate section within the Facebook app that aggregated videos and shows. It also allowed creators and publishers to monetize videos through ad breaks. Facebook invested over $1 billion into developing original content for the platform, hoping to entice viewers away from YouTube, Netflix and traditional TV.
Why did Facebook Watch fail?
Despite the hype and massive investment, Facebook Watch struggled right from the beginning. By June 2018, only 8 million people in the US were watching videos for at least one minute per month. For comparison, YouTube had over 1.8 billion logged-in monthly users at that time.
Several key factors contributed to the demise of Facebook Watch:
Lack of unique content
Many of the shows offered on Facebook Watch were not compelling enough to draw users away from other services. The content tended to mimic YouTube or TV rather than offering something innovative or distinct to Facebook. Without its own “House of Cards” or “Stranger Things”, Watch failed to give users a reason to tune in.
Difficulty of discovery
Finding videos to watch within the Facebook app proved challenging. Most users were not accustomed to navigating a separate Watch feed or searching for videos in Facebook. The user experience was not intuitive enough to promote discovery of Watch videos.
Core user behavior
For many Facebook users, browsing the newsfeed and connecting with friends is the primary activity. Watch was add-on rather than integral to the Facebook experience. Unlike YouTube where video is the main focus, Facebook users did not shift their behavior to include video streaming.
Lack of mobile optimization
Facebook usage is overwhelmingly mobile, yet the Watch platform had significant issues on iOS and Android. Performance was spotty, controls were clunky, and it simply wasn’t designed effectively for mobile devices. This presented a major obstacle to adoption and viewership.
The shutdown of Watch
By September 2018, Facebook realized Watch was headed nowhere and started scaling back investment. Original content was put on hold, and Facebook began looking for partners to take over curation and financing of Watch content.
In January 2019, just 18 months after its initial launch, Facebook announced that Watch would no longer function as a separate video platform. Instead, videos would be incorporated directly into the regular Facebook app within News Feed, Pages and Groups.
Some partner shows continued airing for a period of time after the shutdown. But most original programming was removed from the platform. The standalone Watch app and brand essentially dissolved as Facebook pivoted back to basics.
Why the failure of Facebook Watch matters
The demise of Facebook Watch holds several important lessons:
Video alone isn’t a winning strategy
Facebook assumed that by throwing lots of video content onto the platform, users would flock to Watch. But it takes more than just video to build a compelling streaming experience. A strategic vision, enticing content and intuitive UX are essential.
Understanding core user behavior is key
Watch failed to resonate because Facebook misunderstood its users’ intentions. People went on Facebook to connect and browse, not exclusively binge watch shows. Providing video content needed to support, not alter, core user behavior.
Mobile-first isn’t optional
Every digital product, especially video, must nail the mobile experience first and foremost. Facebook’s failure to optimize Watch for mobile was a critical misstep.
Investment alone isn’t enough
Facebook poured over $1 billion into Watch, proving that funding and even extensive promotion can’t make up for a lack of genuine user demand. No amount of investment will save a fundamentally flawed product.
What’s next for video on Facebook?
The demise of Facebook Watch doesn’t mean the company is giving up on video. Moving forward, some key trends are emerging:
- Focus on organic video built into News Feed and Stories rather than a separate platform.
- Emphasis on supporting media partners and creators vs. developing original content.
- Targeting video ads and monetization capabilities for publishers.
- Promoting video that aligns with how users already engage on Facebook.
Rather than taking on YouTube or Netflix directly, Facebook is wisely playing to its strengths. The company is leaning into video that complements the natural social experience of Facebook, instead of trying to change user behavior with a walled-off video platform.
Conclusion
Watch on Facebook promised to be the social network’s big entry into online video. But the lack of compelling content, confusing interface and limited mobile optimization meant Watch never emerged as a true YouTube or Netflix competitor. The shutdown just 18 months after launch provides a cautionary tale of how even the biggest tech companies can misread user demand.
Facebook is now re-embracing video as a complementary element to the core newsfeed experience. While the company’s video ambitions remain high, it has learned from Watch that the key is enhancing natural user behavior – not trying to change it outright through a new video platform. With its immense reach still unmatched, Facebook’s next venture into video will be an important trend to follow across the social and streaming landscape.