Facebook Watch was a video service launched by Facebook in 2017 as a way for people to watch videos from Pages and creators they follow on Facebook. It allowed creators and publishers to upload long-form, episodic videos that users could watch directly within Facebook. However, in October 2022, Meta announced that it would be shutting down Facebook Watch and focusing more on Reels and short-form video. This has led many to wonder if Facebook Watch will make a comeback in the future or if it’s gone for good.
What was Facebook Watch?
Facebook Watch was designed to compete with YouTube and give video creators a dedicated place to build an audience within Facebook. Creators and publishers could upload videos up to 4K resolution and up to 3 hours in length. Videos were organized into “Shows” that users could follow and receive notifications about new episodes. There was also an integrated recommendation engine that suggested new shows to watch based on interests and what friends were watching.
One of the key features of Facebook Watch was the ability for viewers to comment on and interact with specific moments in a video. Creators could choose to enable this, allowing fans to have focused conversations around highlight clips.
Facebook invested $1 billion into developing premium original content for Watch. They partnered with media companies and creators to develop funded shows on topics like sports, comedy, reality, and more. Some of the popular originals included Red Table Talk with Jada Pinkett Smith, Sorry for Your Loss starring Elizabeth Olsen, and Ball in the Family featuring Lonzo Ball.
User statistics
| Monthly active Facebook Watch users (Dec 2018) | 400 million |
| Daily active Facebook Watch users (Dec 2018) | 75 million |
| Total time spent watching per day (Dec 2018) | Over 20 million hours |
By December 2018, Facebook reported that Watch had 400 million monthly users and 75 million daily users, up from 50 million daily active users in January 2018 when they first released metrics. On average, users were spending over 20 million hours per day watching video on Watch.
Why did Facebook shut down Watch?
There were a few key reasons why Facebook decided to discontinue the Watch platform:
Lack of viewership and revenue
Despite Facebook heavily promoting Watch and investing over $1 billion into content, the viewing numbers were still relatively low compared to competitors like YouTube. Most users simply didn’t make Watch part of their regular Facebook experience. This also impacted revenue, as Facebook relies heavily on advertising dollars tied to viewership. Without enough critical mass of engaged users, it was hard to monetize Watch effectively.
Shift in video consumption preferences
Viewing habits have shifted more towards short-form vertical video content consumed on mobile devices. Platforms like TikTok and YouTube Shorts have ridden this trend successfully. Users are less inclined to watch long episodic shows on a platform like Facebook. The majority of content Facebook Watch was funding was long-form and didn’t align with changing tastes.
Focus on Reels and metaverse platforms
Mark Zuckerberg has made it clear that Meta is staking the future of the company on building the metaverse. All products and investments are now being viewed through the lense of how they fit into and support the metaverse vision. Facebook Watch was tangential to that focus, while platforms like Reels and VR experiences are central. Meta is putting resources into areas they believe will drive growth and engagement in a new computing paradigm.
Could Facebook Watch make a comeback?
While Facebook Watch as it previously existed is officially shut down, there is a possibility Facebook could take another shot at long-form video in the future. Here are some of the factors that would support Facebook Watch making a comeback:
Maintaining an ecosystem of creator tools
Part of the appeal of Facebook to creators is the range of tools available – from live streaming to AR effects to groups and events. Having long-form video capabilities completes the ecosystem and keeps creators anchored within Facebook products rather than needing to go elsewhere. If enough top creators start demanding a long-form video outlet again, Facebook may be compelled to meet that need.
Original premium content investments
Facebook has shown a willingness to pour billions of dollars into developing exclusive premium video content as loss leaders to drive the growth of new products and features. Once other initiatives like Reels and metaverse platforms gain more traction, they could shift resources back into content funding for a relaunched Watch offering.
Advertising and monetization opportunities
The huge amount of data Facebook has on user interests, connections, and habits provides a lot of valuable targeting opportunities for ads within long-form video. And with proper viewer penetration, premium video ads earn higher CPMs from advertisers. If Facebook sees future potential for much higher video ad earnings, it may lead to Watch getting resurrected.
Leader in social video
Facebook has touted itself as building the world’s social video platform, with video offerings tightly integrated across Facebook, Instagram, Messenger, WhatsApp, and more. Having strong long-form video capabilities may be seen as an essential part of that vision, providing another way for people to bond and share meaningful video experiences.
What would it take to relaunch Watch successfully?
If Facebook does decide to take another shot at Watch, here are some of the things they would likely need to do to make it succeed where past attempts have failed:
Integrate tightly with social and streaming
Rather than a standalone app-within-an-app, long-form video needs to be blended directly into social feeds and shared moments. Easy access while scrolling the main Facebook and Instagram apps makes it more likely people will start viewing and engaging.
Focus on mobile and vertical video
Optimize the viewing experience specifically for mobile devices and smaller screens. Vertical video would need to be well-supported and potentially even the main orientation. Episode lengths and pacing that cater to on-the-go viewing would also help.
Spotlight and recommend relevant quality shows
Leverage Facebook’s extensive personal data and graph of connections to intelligently highlight and suggest shows aligned with someone’s tastes. Quality over quantity, so only selectively promote the very best shows a person is likely to enjoy and share.
Tie into viral trends and memes
Integrate any long-form video offering with viral topics, personalities, and memes trending on Facebook and Instagram. Allow moments from shows to become shareable short clips that get inserted into social conversation threads.
Creator-led with revenue sharing
Rather than Facebook dictating the programming, empower popular creators to develop shows leveraging Facebook’s resources in exchange for revenue sharing. Back creator-led content people are passionate about.
Conclusion
It’s unlikely Facebook Watch returns in exactly the same form it previously had. Facebook’s focus has shifted more towards emerging platforms like metaverse and short-form video. However, long-form video still presents advertising and engagement opportunities that may be compelling enough for Facebook to take another stab at it. But for Watch to be viable long-term, it would need much tighter integration with social and mobile consumption habits. Facebook would need to leverage its data and algorithms to personalize and recommend shows based on individual interests. Rather than a Watch destination, long-form video would need to be snackable and shareable directly within feeds. The relaunched Watch would also need to cede control to creators rather than rely just on company-funded productions. Given Facebook still wants to be the leader in social video, some iteration of Watch could certainly make a comeback – but it would require a very different strategy and execution compared to previous attempts.