As scores of irritating autoplay videos in your Facebook (FB) newsfeed may have told you, video is the hottest thing in digital publishing right now. It’s not hard to see why: A video playing on a computer or mobile device typically has a captive audience, and the advertisement that comes before it can’t be scrolled and ignored past like a banner. For advertisers, it’s like applying the Ludovico technique from “A Clockwork Orange”—a guarantee of a successful ad view.

In the industry’s more and more quixotic quest for sustainable monetization, video investment has skyrocketed, buoyed by Facebook prioritization of video content, a convenient delivery system in the post-homepage era. For example BuzzFeed, a bellwether of digital media trends, recently performed a second reorganization this year, steering its ship strongly towards video. As its CEO Jonah Peretti wrote at the time, “As digital video becomes ubiquitous, every major initiative at BuzzFeed around the world will find an expression as video.” This pretty much reflects the views of most publications today—including this one.

Of late, however, video has taken on bubble-like qualities, and in the past few weeks two facts have emerged that suggest the walls of the bubble are getting thinner—not just big as the social media feeds suggest.

To start off, Facebook has defined a “video view” since at least 2014 as “a view of three seconds or more.” (A “video play” is the solicited version, where the user clicks on the video.) Though this isn’t really different from a traditional banner ad conversion standard, the meager number garnered attention last month when the Wall Street Journal reported that Facebook had artificially inflated video views by 60%-80%. That we are experiencing a boom in online video is indisputable—the numbers have been staggering—but it might not be quite as sweet as reported.

The digital content video boom suffered a second hit, this week, when a Pew survey found that younger adults—the millennials advertisers spend billions wooing—prefer text to video when consuming news, a big part of digital publishing. In fact, the only demographics that preferred watching news were people 50 or older, and they tended to watch on TV, not online, by an overwhelming margin of 88% to 4% (a few did not discriminate, apparently.) Across all ages, the younger the demographic the more people preferred reading news over watching it. Though 46% of Americans prefer watching news, the number fell to 38% among people 18 to 29. (Of this young, tech savvy demographic, 42% prefer reading it—and online.)