- Video-centric comedy site, Funny or Die, has taken an independent route away from YouTube when it comes to video.
- The site is expected to bring in $40 million this year, and it gets to keep that income unlike video sites dependent on YouTube, which takes 45% of ad revenue in exchange for using its platform and distribution.
- The established brand and direct traffic has drawn attention from advertisers. Both Old Milwaukee and Miller Lite have enlisted Funny or Die to produce commercials for their brands.
While partnering with YouTube certainly has its own benefits, including the 1 billion unique visitors it draws each month, Funny or Die is a shining example that you don't need the video giant to have a successful video site. As video becomes increasingly important, publishers will have to decide which route they are going to take: YouTube support or independent control.