Patch scales to a seven-figure video run rate through smarter, hyperlocal video via EX.CO
Goal
Bring incremental revenue to Patch’s hyperlocal network by introducing video for the very first time. The goal was to unlock a brand-new monetization channel that would complement Patch’s advertising business, while preserving the clean, community-first user experience their readers trust.
Results by the numbers
YoY Run rate*
Player loads
*After expanding nationally across all U.S markets
Patch is a national network of hyperlocal online news and information sites serving more than 12,000 communities across all 50 states, Washington, D.C., and the U.S. Virgin Islands. Founded in 2008, Patch delivers real-time local news, events, and community updates while offering a platform for residents and small businesses to share stories, promote services, and connect.
As the country’s largest hyperlocal news network, Patch operates with a lean newsroom of editors and a passionate base of community contributors—keeping local journalism alive in places often underserved by larger media organizations.
EX.CO helped us take a leap we’d been hesitant to make. Video was brand new to Patch, and their team worked hand-in-hand with us to ensure the experience felt seamless for our readers. The results speak for themselves.
The Challenge
Before EX.CO, Patch had never run video on its sites. The hesitation? Maintaining a positive reader experience across thousands of hyperlocal communities. Patch needed a partner who could introduce video without compromising site speed or user experience, deliver turnkey monetization from day one, and scale seamlessly across 1,900+ unique local sites without added operational burden.
The Solution
Patch partnered with EX.CO to implement a full-stack video solution across its hyperlocal network. To maintain Patch’s hyperlocal voice, EX.CO automatically generated videos from existing city- and neighborhood-specific articles, ensuring each placement felt authentic to the local community it served.
The rollout included:
- EX.CO’s lightweight video player — fast-loading, customizable, and designed for UX-sensitive environments.
- Contextual video recommendations — ensuring relevant content across diverse communities.
- ML-driven yield engine — optimizing programmatic revenue automatically, with no extra work for Patch’s lean editorial and ad ops teams.
EX.CO worked closely with Patch to ensure a frictionless integration, running tests and adjusting the implementation so the video experience fit seamlessly within the Patch platform.
The Result
The impact was immediate and transformative. Patch saw an annual run rate of 7-figures after expanding video nationwide, while player loads surged to over 46 million.
Key Takeaways
Video opens untapped revenue — Publishers without a video strategy risk leaving money on the table. Patch saw an incredible monthly lift by introducing video for the first time.
Scalability matters — EX.CO’s lightweight player and ML-driven yield engine allowed Patch to expand video across 1,900+ local sites quickly and effectively.
Hands-on partnership ensures success — With EX.CO’s close collaboration, Patch overcame initial hesitations and achieved results that continue to grow month after month.
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