Money coming in from YouTube has grown by double digits year over year, said Rashidah Bashir, director of editorial and audience development at Warner Bros. Discovery, onstage on Wednesday at the Digiday Publishing Summit in Key Biscayne, Fla.
But in a fragmented social media landscape, Warner Bros. Discovery’s audience development team focuses on different platforms for monetization, user engagement and traffic referral — and the current standouts may surprise you.
YouTube is bringing in the most ad revenue, which may be unsurprising. While she declined to say how much money YouTube was bringing in, Bashir said creating video content specifically for YouTube and committing to a regular cadence of posting videos five times a week has driven the revenue growth.