The videos you see in your Watch feed on Facebook come from a variety of sources. When you open Watch, you’ll see videos that have been shared by your friends and Pages you follow, as well as videos that Facebook recommends for you based on your interests and past viewing behavior.
Some of the most common sources for Facebook Watch videos include:
Media companies and publishers
Many traditional media companies and digital publishers now produce video content specifically for Facebook Watch. These include major TV networks like ABC, CBS, and NBC, as well as digital media publishers like BuzzFeed, Group Nine Media, Refinery29, and more. These publishers use Watch as a way to distribute their video content to a large audience on Facebook.
Individual video creators and influencers
Facebook Watch is also filled with videos from individual content creators, vloggers, influencers, and more. These are people who may have built up a sizeable social media following on YouTube, Instagram, TikTok or other platforms, and now share their videos natively on Facebook as well.
Facebook native video
In addition to hosting videos from external providers, Facebook also produces its own original video content under the Facebook Watch branding. These originals span reality shows, live sports, and more. While the amount of native Facebook Watch content is still small compared to industry content, Facebook has devoted significant resources into producing high-quality original programming.
Some examples of popular Facebook Watch originals include Red Table Talk with Jada Pinkett Smith, Steve on Watch with Steve Harvey, and MTV’s The Real World: Atlanta.
News organizations
Many news publishers produce quick news update videos designed specifically for Facebook Watch. These include short explainers, reports, and commentary on the latest headlines from publishers like The Wall Street Journal, BuzzFeed News, NowThis News, UNILAD Tech, and others. News videos help publishers distribute headlines efficiently on Facebook.
Businesses and brands
Facebook Watch also provides a video distribution channel for businesses and brands. Companies can upload their commercials, how-to videos, behind-the-scenes footage, and other branded video content directly to Watch. This provides a way for them to engage their target audience and build awareness through video.
User-generated video
And finally, there is also plenty of user-generated content on Facebook Watch from regular people posting videos they’ve created. These span vlogs, comedy skits, animations, gameplay videos, and more – essentially any type of grassroots video content produced by the Facebook community. Facebook Watch provides a centralized place for people to upload and share their own homemade videos.
Growth of Facebook Watch
Since first launching in 2017, Facebook Watch has seen significant growth in terms of audience size, video uploads, and viewing time spent. Some key stats:
- Over 1.25 billion people now use Watch every month
- Over 720 million people use Watch daily on average
- Total daily Watch time has grown 4x over the past 2 years
- 140 million hours are spent watching Watch videos every day
- 50+ million active Facebook users in the US alone are tuning into Watch monthly
This growth has largely been driven by Facebook’s continued investment into expanding Watch and the type of content available:
More content from media companies
Facebook has forged major partnerships with media brands across news, sports, and entertainment to bring their video content natively into Watch. There are now hundreds of publishers producing content specifically for Watch.
More funding for creators
Facebook has launched various programs to fund and support independent video creators on Watch. Initiatives like the Black Creator Fund, Latinx Creator Fund, and #BuyBlack Friday Support Fund provide direct investment into creators from underrepresented communities.
More original programming
Facebook has produced dozens of original shows – primarily focused on high-quality unscripted content – to anchor its Watch offering. Major investments have been made into developing more flagship originals and exclusives.
Improved user experience
The Watch interface and video player have been refined over time to improve the viewing experience. Curation and personalization algorithms help better recommend content based on someone’s tastes.
Monetization opportunities
Facebook now allows publishers and creators to earn ad revenue from their Watch videos. More monetization options have encouraged professional-level video production for the platform.
How videos get into your Watch feed
So how does Facebook determine which videos actually end up in your personal Watch feed out of the millions of choices available? The short answer is that it’s based on a mix of factors:
Pages and friends you follow
You will naturally see videos shared from Pages, public figures, groups, and friends that you actively follow on Facebook. Their video posts will appear in your feed.
Interests and interactions
Facebook looks at your past behavior – what types of videos you watch, engage with, and react to. It uses this to understand your interests and preferences, then highlights similar videos it thinks you’ll enjoy.
Video popularity
Viral videos and content gaining a lot of traction across Facebook will often be placed into your Watch feed, even if it’s from a source you don’t follow. Popular videos get broader distribution.
Recency and timeliness
More recent videos will be prioritized over older content. Timely videos related to current events or topics of collective interest are also more likely to appear in your feed.
Watch history
Facebook takes into account the types of videos you’ve watched in full and which ones you stopped watching early. This signals your preferences.
Location
Videos relevant to your geographic area or city may be suggested. This includes local news and events happening near you.
| Factor | Description |
|---|---|
| Pages and friends | Videos from accounts you follow |
| Interests | Videos similar to ones you previously engaged with |
| Popularity | Trending and viral videos |
| Recency | Newly posted videos |
| Watch history | Types of videos you fully watch or don’t finish |
| Location | Local and geographically relevant videos |
Machine learning recommendations
On top of the above signals, Facebook uses advanced machine learning algorithms to analyze billions of data points and detect patterns in how people watch and engage with videos. These A.I. systems identify your unique interests based on what you actually spend time viewing, not just what you follow or like. The machine learning models continuously improve and personalize the recommendations they make for each individual user.
So in summary, the videos that populate your Watch feed are sourced from professional publishers, everyday creators, and businesses, then filtered and ranked based on what Facebook’s systems predict you will be most likely to enjoy watching. The technology combines signals about the content, your interests, location, and viewing habits to showcase a personalized selection of videos for you.
Ad revenue and monetization
Facebook Watch provides several ways for publishers, creators, and brands to earn money from their videos:
In-stream ads
Short video ads play in between watch videos, similar to TV commercials. When users view these ads, the video owners earn a percentage of the ad revenue.
Branded content
Companies can sponsor individual videos from creators that promote their brand, product or service in a dedicated branded video.
Facebook Ad Breaks
Longer videos can contain dedicated mid-roll ad breaks that publishers can monetize by selling to advertisers. Ad Breaks allow 60-second ads to run during natural pauses in videos.
Fan funding
Viewers can send monetary “stars” during live videos and Facebook Live fan subscriptions allow creators to offer paid monthly memberships for exclusive perks. Fans help fund creators directly.
Affiliate marketing
Videos often contain affiliate links to featured products, allowing creators to earn commission when viewers purchase through their links.
Selling merchandise
Many creators offer branded merchandise like t-shirts to fans through Facebook shops and partnerships. Videos drive interest in their products.
So in summary, there are diverse options for video owners on Watch to monetize their content through advertising, sponsorships, ecommerce, and direct fan funding. This provides financial incentive for professional publishers and individuals to produce engaging videos for Facebook.
The future of Facebook Watch
While still in its relatively early days, Facebook Watch has major room to grow as both a video platform and money-making opportunity. Some predictions for where things could be headed:
More original programming
Facebook will likely continue investing heavily in exclusive made-for-Facebook shows and live events. Compelling originals could make Watch a mainstream destination comparable to Netflix or YouTube.
Closer integration with Instagram
Facebook plans to incorporate Watch directly into Instagram as well, which would expose videos to Instagram’s one billion+ users. Cross-posting could also drive bigger audiences.
New video formats
Facebook is experimenting with emerging video styles like short-form video to compete with TikTok. New content formats tailored to mobile could emerge on Watch.
Live Shopping features
Watch could add integrated shopping similar to Instagram and Tiktok where viewers can buy products featured in videos directly through the app. Video commerce may become a key monetization method.
Augmented and virtual reality
As AR and VR tech improves, Facebook will likely look to add immersive viewing experiences on Watch leveraging Oculus headsets or AR glasses. Interactive and 360-degree videos could arrive.
Algorithmic recommendations
Machine learning will continue improving video suggestions and curation for each viewer. Algorithms could become so advanced that human curators are no longer needed.
So in summary, major investments, new content formats, closer platform integration, and smarter personalization should all help Facebook Watch become an increasingly core part of the social network – and generate significant money for content creators in the process.
Conclusion
The videos you see on Facebook Watch come from a wide range of sources – from media companies and publishers producing professional content to everyday users uploading their own homemade videos. Facebook uses sophisticated algorithms, informed by data about your interests and viewing habits, to curate a personalized feed of videos it predicts you will enjoy.
For content creators and owners, Watch provides diverse money-making opportunities through advertising, sponsorships, subscriptions and more. As Facebook continues expanding the amount and types of videos available, Watch has the potential to become the premier destination for video on the platform. The service has already seen tremendous growth since launching in 2017, and still likely has a long runway ahead as both a consumer product and monetization tool.