Facebook Watch offers tailored video recommendations and organizes content into categories based on metrics like popularity and user engagement.

These programs, developed by Facebook's head of news partnerships Campbell Brown, reportedly had an overall budget of US$90 million.

[12] The Wall Street Journal reported in September 2017 that the company was willing to spend up to $1 billion on original video content through 2018.

Steve Ellis, CEO of WhoSay, a social influencer marketing company, told Ad Age that "YouTube already established that people will sit through and tolerate pre-roll" and that "It's proven that they haven't sent consumers fleeing, so it makes sense that Facebook would pursue a similar strategy as it builds out its original content experience".

[17][18] In addition to original programming, Facebook Watch also distributes content licensed from other companies.

[20] Jefferies analyst Brent Thill has predicted that the service has the potential to earn $12 billion in revenue by 2022.