Insights into Publishers’ Revenue Priorities in 2024
As we approach the end of the first quarter of 2024, a clear picture is emerging of where publishers are placing their revenue emphasis following a challenging 2023. Our research, based on a survey of over 150 industry professionals, indicates that direct-sold ads are the primary focus for publishers this year, while other revenue streams like subscriptions and affiliate commerce take a back seat.
Although the core revenue sources for publishers have remained relatively stable, there is a noticeable shift in their strategic priorities compared to the previous year. Direct-sold ads continue to lead the pack, with 84% of respondents stating that they contribute at least a small portion of revenue in Q1 2024. This is followed closely by programmatic ads (82%), branded content (72%), and video advertising (70%).
However, while branded content ranks third in terms of revenue sources for publishers, our surveys reveal a decline in both the percentage of publishers generating revenue from this stream and the level of focus they plan to dedicate to it in the near future.
In Q1 2024, 72% of publishers reported that branded content contributes to their revenue, down from 80% in the same period last year. Similarly, the proportion of publishers intending to prioritize the growth of their branded content business within the next six months has decreased from 86% to 74%.
Subscriptions, events, and affiliate commerce have also experienced a similar downward trend. While subscriptions accounted for revenue for 62% of publishers last year, this figure has dropped to 56% in 2024. Likewise, the percentage of publishers intending to focus on expanding their subscriptions business in the coming months has decreased from 73% to 59%.
Event revenue has declined from 57% to 47% in Q1 2024, with only half of publishers indicating that they will prioritize events in their growth strategy for the next six months.
Overall, the data suggests a shift in publishers’ revenue priorities for 2024, with a renewed focus on direct-sold ads while other revenue streams take a backseat in the current landscape.
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