How does Daulat connect the pivot to video with monetisation pressures?

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Daulat Illustrates Media's "Pivot to Video" Driven by Monetisation Pressures

The film Daulat depicts a media company co-owner, Nadiya, facing financial distress due to the evolving media landscape, leading her company, Media Raya, to propose a significant investment in a news video streaming portal. This narrative mirrors the real-world "pivot to video" trend that gained traction in the US around 2015, a strategy largely motivated by the pursuit of revenue streams from monetising video content and viral material on social media platforms, particularly Facebook.
The "Pivot to Video" Strategy

In Daulat, Media Raya, facing stiff competition from a rival that has already launched a video streaming portal, considers a RM20 million investment in a similar venture. This move is highlighted as a response to a perceived shift in audience preference towards visual information, a belief that spurred many local media companies to increase their video content production prior to the 2018 general election. This mirrors the broader industry trend where news organisations shifted resources and focus towards producing video content, often with the expectation of greater engagement and profitability.
Monetisation Opportunities and Social Media Influence

The impetus behind the "pivot to video" was significantly influenced by the potential for monetising video content, especially through social media platforms like Facebook. Media companies saw an opportunity to generate revenue from advertisements placed on videos and to leverage the viral nature of content shared across social networks. This strategy was fuelled by the perceived lucrative market for online video and the desire to capture a larger share of digital advertising spend, which was increasingly flowing towards social media.
Consequences and Platform Metrics

The pursuit of video monetisation on social media platforms, particularly Facebook, has had notable consequences. In the United States, this business strategy has been associated with significant workforce reductions within media organisations. Furthermore, it has come to light that Facebook itself admitted to inflating the metrics it provided to publishers, which likely influenced media companies' decisions to invest heavily in video content based on potentially overstated engagement figures.

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How does Daulat connect the pivot to video with monetisation pressures?

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