Dive Brief:
- 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.
Dive Insight:
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.