Apple News Ramps up its Video Push While Publishers Wait on Revenue
Apple wants publishers to distribute higher-quality videos on Apple News. But publishers want to see higher revenue from those videos. Apple has told publishers it knows the money isn’t yet there, and it has begun to show them how the company hopes to raise their videos’ profiles and revenue prospects.
Last month, Apple added a Top Videos section to the app’s main For You tab to make the 60 million people in the U.S. that use Apple News every month more aware of publishers’ videos. And it has begun inserting skippable interstitial video ads between these videos, which publishers hope will generate money they’re not getting from the videos they distribute on Apple News.
Apple is keeping 50 percent of the revenue from those ads and divvying up the remaining 50 percent among the publishers whose videos appear in the feed when an ad runs, according to three publishers. Based on a document published to Apple’s developer site and dated “April 2018,” the interstitial video ads are currently “only available as Apple inventory.” An Apple spokesperson did not respond to a request for comment by press time.