Bloomberg Businessweek

Facebook Watch Isn’t Living Up to Its Name

The company’s lackluster video tab still has a lot to prove to both viewers and advertisers

Three long years ago, when the world knew little about Cambridge Analytica and laughed off the specter of fake news, Mark Zuckerberg had a very different kind of problem. Facebook wasn’t adding many users in key ad markets, so it needed to figure out how to wring more money from its existing audience. Although the company accounted for an impressive 45 minutes of its average user’s day, that wasn’t in chunks big enough to send them the ever-growing number of ads at the heart of the company’s business model. The average Facebook session lasted less than 90 seconds, according to people familiar with the matter—while

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