Rethinking Video: How Publishers Can Drive Engagement and Growth

For modern publishers, video should be a high-performing asset, not a box-tick or bolt-on. It has the power to drive real business outcomes: growing audiences, deepening engagement, and unlocking new revenue streams.

But in many cases, it’s still falling short.

Inconsistent UX, underwhelming placement, and a legacy desktop mindset mean some publishers aren’t getting full value from their video output. And with audiences shifting fast, that’s a missed opportunity.

By delivering seamless, mobile-first video experiences that meet audiences where they are, publishers can boost watch time, build loyalty, and increase monetisation. Add in smart UX, integrated audio and video, and formats like FAST, and there’s real potential to build stronger audience relationships, gather first-party data, and grow revenue - all while keeping full control of your brand and content.

Meet the audience where they are - on mobile

A recent survey of 16 publishers around the world found that 63% of their web traffic now comes from mobile. Factor in app usage, and the total mobile share likely exceeds 70%. Not all publishers are created equal, but the overall desktop vs mobile skew is undeniable - and mobile has become the primary battleground for audience attention, loyalty, and monetisation.

Whether users arrive via browser or app, a seamless, video-optimised mobile experience is no longer optional - it’s foundational.

Publishers need to think about how video is discovered, watched, and returned to - through playlists, carousels, feeds, reels, and hubs. Regardless of platform, the goal is the same: help people find great content, and make it worth their time. Designing for mobile doesn’t just improve UX - it drives watch time, boosts loyalty, and unlocks revenue.

In fact, according to Pew Research, mobile now accounts for 66% of all digital ad revenue in the US - and that number is only growing.

Monetize smarter with better video

A well-optimized video experience can materially improve business performance - not just through user satisfaction, but through better monetisation. Longer watch times mean more inventory. Cleaner interfaces and consistent design improve viewability and completion rates, making ads more effective and more valuable.

Great UX also helps drive repeat visits, where publishers can deepen relationships and increase the volume and quality of first-party data. That, in turn, enables smarter targeting, higher CPMs, and stronger advertiser outcomes. And when users are actually enjoying the experience, they're more likely to come back - creating a virtuous cycle of engagement and revenue.

Audio matters too - and it’s evolving fast

Podcasts are booming, but many publishers still let them live on third-party platforms with little control and even less monetisation.

Increasingly, the line between podcast and vodcast is blurring: YouTube has become the go-to destination for video-first podcast content, and creators are tapping into it for broader reach. Publishers, on the other hand, risk falling behind.

Bringing audio (and video) content into your own properties opens up new sponsorship and subscription models, and strengthens your audience relationships. With the right design and platform strategy, publishers can evolve their podcast offerings into high-performing vodcast experiences, and do it on their own terms: if it’s good enough to produce, it’s good enough to keep close.

FAST is growing - and publishers shouldn’t ignore it

Let’s talk about the big screen. Connected TVs are now where much of the world watches video - and all the data shows that news is one of the best-performing genres on FAST (Free Ad-Supported Streaming TV).

This space has largely been carved up by streamers and OEMs - Pluto (Paramount), Tubi (Fox), Samsung TV Plus, LG Channels etc - but publishers don’t have to sit it out. You don’t need to build a global FAST service to take advantage of the trend. There’s real strategic value in experimenting with FAST-like experiences inside your own ecosystem.

Have a library of VOD? Stitch it into a 24/7 stream. 

Have live production capabilities? Fill the gaps with archive content for a lean-back, broadcast-style feel.

Want better monetisation on long-form or premium segments? Consider bringing that content to the big screen.

You don’t need to aggregate. You just need to explore - and act. The audience (and ad revenue) is already there.

Accedo helps publishers make video work harder

We’ve helped leading publishers rethink their digital video experiences across mobile, web, and connected TV. Our work spans UX design, app development, CMS integration, personalisation, monetisation, and strategy.

Most importantly, we don’t come in with a broadcaster’s mindset. We understand that publishers operate differently - and we tailor our solutions to meet your goals.

If you’re ready to get more from your video - and think a step ahead of your audience - let’s talk.