Will Instagram ever share revenue with creators?

About this episode

Instagram is making another push into longform video, hoping to convince YouTubers and podcasters to upload their content to its platform. There's just one problem: Unlike YouTube, Instagram has no established revenue-sharing program that would compensate these creators for the advertising revenue their videos generate. Instead, Meta seems to be betting that the promise of exposure will be enough to attract creators who are already monetizing their content elsewhere. But will that strategy actually work, or will Meta eventually be forced to share more of its revenue with the people who make its platforms valuable? To discuss this, I invited back Jason Krebs, a media industry veteran who's held senior positions at companies like The New York Times, Google, and Disney. We discussed why Meta has been so reluctant to embrace revenue sharing, whether that strategy has contributed to its negative public reputation, and what it would take for the company to finally change course. We also turned our attention to Netflix, which has experienced some executive upheaval as it struggles to keep subscribers engaged with its content. With YouTube capturing an increasingly large share of telev